Launched by "Dubai Tourism" with an innovative cinematic character

A global marketing campaign entitled “Dubai Progresses”

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The Department of Tourism and Commerce Marketing in Dubai "Dubai Tourism", as part of the efforts led by Dubai to promote the growth and recovery of the global travel sector, launched its latest global marketing campaign under the title "Dubai Presents - Dubai Presents", with the participation of the stars Jessica Alba and Zac Efron, and international director Craig Gillespie - Winner of the Guild Award, which confirms the solid foundations and pillars of the tourism sector in the emirate, and reflects the great diversity of markets exporting tourism to it from all over the world.

The campaign reviews the most prominent experiences, activities and options that tourists can enjoy when they choose Dubai as their next destination. To achieve this goal, it provides more than 2,000 creative content in 27 countries in 16 languages, and through various cinematic platforms, publications, digital media, various broadcast channels, and various means. Social media, and the first cinematic clips of this film series of the campaign begin this week with “The Spy” SPY, while the release of the other parts will continue over the coming months, which will include more suspense to keep the audience on constant alert.

In this context, Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, said, “The launch of the (Dubai Progress) campaign at a time when the global tourism sector is witnessing great challenges bears evidence of the solid foundations of the tourism sector in Dubai and the attractiveness of the emirate to world markets, and our close cooperation with our local partners who They continue to play an important and vital role in providing more options and developing more tourism projects.”

He added: "Dubai Tourism's plans to enhance Dubai's position on the international tourism map and make it a preferred destination for tourism, business and events reflect the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, which aims to enhance the city's position. To become the preferred destination for global tourism, while at the same time keen to preserve the health and safety of residents and visitors,” noting that the campaign offers, during this exceptional year, an open invitation to the world to participate in the launch of the “Expo 2020 Dubai” activities, the celebration of the golden jubilee of the Emirates, and to see the best What the city can offer of offers, experiences and advanced infrastructure to its guests from inside and outside the country.

Kazim explained that the Dubai campaign builds on the successes achieved by our previous campaigns, specifically the huge success of the “Sky Story” campaign, with the participation of the stars Gwyneth Paltrow, Kate Hudson and Zoe Saldana, which was implemented by Dubai Tourism in 2019, stressing that “Dubai Tourism continues to develop its tourism platform, which highlights the emirate’s famous landmarks, lifestyle and infrastructure, and also celebrates Dubai’s attractiveness as a hub that embraces creative talents in cinema, music, art and design.”

Commenting on her participation in the campaign, Jessica Alba, award-winning actress and founder of Honest Company, said: “Participating in this project and playing several characters in this series gave me the opportunity to get to know Dubai in ways I had never imagined before, whether by touring the spice market in Old Dubai, Enthusiastic scenes were performed on the last floor of the distinctive Burj Al Arab, pointing out that through the campaign, she was introduced to the many offers that Dubai offers to its visitors of distinctive sites and delicious cuisine within an atmosphere unique to the emirate, and I loved every part of this experience.”

Zac Efron, the award-winning actor and director of many international works, said: “My previous visits to Dubai have always been very fun and happy, but this experience is different from the previous ones, although Dubai is famous for its unique vitality, what really captivated me is the calmness The expected and historical importance of the desert, and this experience gave me the opportunity to explore the emirate and visit beautiful places that few know and enjoy the hospitality of its residents.”

Guild Award-winning director Craig Gillespie said of his latest film Cruella, which includes a series of movie trailers, with a distinctive style and a unique perspective to promote global destinations and attractive content: “This project is characterized by employing the art of cinema to showcase the vitality of

Zac Efron: "My visits to Dubai have always been very enjoyable and happy, but this experience is different from the previous ones."

Jessica Alba: “Participation in this project gave me the opportunity to get to know Dubai in ways I had never imagined before.”

The campaign offers more than 2,000 creative content in 27 countries in 16 languages.

The two stars Jessica Alba and Zac Efron will participate in the campaign, and “The Spy” is the first movie clip of the campaign.

The campaign coincides with the activities of "Expo Dubai 2020", and the national celebrations of the Golden Jubilee of the Emirates.

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