The Department of Tourism and Commerce Marketing (Dubai Tourism) has launched a global marketing campaign starring Hollywood actors, Jessica Alba and Zac Efron.
The Dubai Presents campaign will be filmed in a movie trailer format and will highlight the iconic landmarks and hidden locations in Dubai, as well as will showcase the city as the perfect destination for a holiday.
Directed by Craig Gillespie, the campaign will create a range of content for the audience.
Craig Gillespie said, “The most exciting thing about this project was being able to use the art of cinema to showcase just how dynamic and diverse Dubai can be. For some it is the ultimate luxe adventure, for others, it is a romantic getaway with quirks and nostalgia or an eye-opening journey to discovering culture and heritage. Zac and Jessica’s versatility as actors combined with dramatic backdrops and a crew from around the world made for movie magic and we’re so excited to share this series with the world.”
The new campaign will be released in 27 countries, in 16 languages through cinema, print, broadcast, out of home, digital and social media channels.
The initiative was taken in an effort to boost global travel recovery and growth.
Jessica Alba, actress, author and founder of The Honest Company said, "Being able to play multiple characters across the series gave me an opportunity to see the city in ways I wouldn’t have imagined. One moment I was winding my way through the spice souk in Old Dubai, and the next I was on the top floor of the iconic Burj Al Arab performing my own stunt sequence for an action scene. Dubai has so much to offer- from beautiful locations to the amazing food and an energy to match, I loved every part of it.”
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