How Jessica Alba, Zac Efron are helping Dubai's tourism recovery
Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has launched its latest global campaign, featuring superstars Jessica Alba and Zac Efron.
Dubai Presents — filmed by award-winning director Craig Gillespie of recent Cruella movie fame — uses a highly stylised movie trailer approach to create engaging content, backdropped by some of Dubai’s most iconic landmarks and hidden locations.
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.
Dubai recently marked a year since it reopened its doors to international travellers. Data from Dubai Tourism shows that the city welcomed 4.1 million overnight visitors in a 12-month period from July 2020 to June.
It was one of the first cities globally to reopen its markets and businesses, and continues to stay open - achieved through a staggered approach to the reopening of sectors while ensuring strict compliance with globally benchmarked health and safety protocols.
The gradual implementation of a multi-phase recovery programme saw Dubai opening for domestic tourists in May 2020 and international tourists in July 2020. The UAE also has one of the world’s highest per capita vaccination rates.
Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (Dubai Tourism) said: "Amid a truly challenging and unprecedented time for the tourism industry, the launch of the Dubai Presents campaign is a testament to our collaboration with city stakeholders who continue to play an instrumental role in broadening the city’s infrastructure and proposition as we all strive to realise the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai to make Dubai the most visited and one of the most recommended travel destinations in the world.
"In this landmark year of Expo 2020 and the UAE’s Golden Jubilee, Dubai Presents invites the world to join us as we showcase the best of the city’s offerings, world-class experiences and infrastructure for global travellers and residents alike, cementing its global appeal as the best city in the world to live in, work and visit."