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Dubai Tourism enlists Hollywood stars for global ad campaign

Jessica Alba and Zac Efron will feature in a series of six short trailer films, taking viewers on a captivating journey across the city

Hollywood stars Jessica Alba and Zac Efron feature in the new global campaign, Dubai Presents, by Dubai Tourism. The campaign invites global travellers to put themselves in the picture and create their very own cinematic adventure with the city’s iconic locations providing the backdrop.

Filmed by award-winning director Craig Gillespie, the campaign features a series of six short trailer films of different genres, with each one taking viewers on a captivating journey across Dubai. 

The first in the series is an action-packed spy caper and, as the campaign rolls out, Alba and Efron will appear in other genres, from thriller to romance.

Dubai continues to keep its doors open to global markets and Dubai Tourism has continued to communicate with audiences in key international markets to keep the city top-of-mind among travellers.

Dubai Corporation for Tourism & Commerce Marketing (Dubai Tourism) chief executive Issam Kazim said: “We are thrilled to be launching our new Dubai Presents campaign. Through the series of trailers, we share a cinematic overview of the city’s locations, majestic landscapes, rich culture and diversity, inviting travellers from around the world to visit Dubai to create their very own epic adventure.

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“With this latest production, we take destination storytelling to a new level, showcasing Dubai as a city that celebrates the cultures of over 200 nationalities, and provides a range of diverse experiences for the whole family, further reinforcing its profile as the best place in the world to live in, work and visit.”

Dubai Presents will be launched across 27 global markets. In the UK, one of Dubai’s biggest source markets, the campaign will appear across channels including TV, out-of-home, over-the-top, cinema, digital and social media. According to data from Dubai Tourism, the city has welcomed 3.7 million overnight visitors – 194,000 visitors from the UK – during the 11-month period from July to May 2021.

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