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Dubai Launches Global Tourism Ad Campaign

Dubai Presents – filmed by Director’s Guild award-winning director Craig Gillespie of recent Cruella movie fame – takes a unique perspective to global destination advertising, using a highly stylised movie trailer approach to create engaging content, backdropped by some of Dubai’s most iconic landmarks and unique hidden locations. 

Kicking off with the high adrenaline Spy Action genre, the campaign will see a series of exciting new content launching in sequence to keep audiences guessing and anticipating.

Building on the hugely successful campaign film, ‘A Story Takes Flight’ released by Dubai Tourism in 2019 and featuring Gwyneth Paltrow, Kate Hudson, and Zoe Saldana; this new campaign will see more than 2,000 assets released in 27 countries across 16 languages via cinema, print, broadcast, out of home, digital and social media channels, featuring superstars Jessica Alba and Zac Efron.

The campaign invites global travellers, experience seekers, storytellers, and artistic creators to put themselves in the picture, write their own script and appear in their very own cinematic adventure, with breath-taking locations providing the perfect backdrop.

Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (Dubai Tourism) commented: “Premiering with the Spy-Action trailer, this latest campaign uniquely weaves the art of cinema to showcase Dubai as a truly multifaceted city.” 

Dubai Presents builds on the successes of our most prominent brand campaigns and marks the next evolution in our marketing strategy as we continue to innovate our platform that not only highlights the city’s iconic locations, enviable lifestyle, and infrastructure, but also celebrates Dubai’s appeal as a hub for creative talent in cinema, music, art, and design.

As Dubai continues to keep its doors open to global markets, the city is ready to welcome visitors and service the surging demand for quality holidays complete with adventure, romance, and culture.

In the UK, the campaign will appear across channels including TV, out-of-home, over-the-top, cinema, digital and social.