Dubai Tourism unveiled the latest film in the Dubai Presents series, ‘Buddy Comedy’ featuring Efron on a journey of self-discovery as he explores the city on an exciting itinerary designed and guided by his future self. This is the third trailer of the Dubai Presents series, which include Dubai: A romance to remember and A five-star mission, also featuring Zac Efron and Jessica Alba. The third trailer, presented in a comedy format and with upbeat music, features some of the city’s most recognisable attractions- from the magnificent architecture and cultural gems in Al Seef to indulging in the moments of calm overlooking iconic cityscapes by the pool at Jumeirah Al Naseem to action-packed ATV rides in the desert and Skydiving over Palm Jumeirah, showcasing the city’s ever-expanding list of experiences for a solo adventure or a fun-filled holiday with friends.
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Dubai Presents was filmed by Director’s Guild award-winning director Craig Gillespie, of recent Cruella movie. Gillespie 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 hidden locations.
The Dubai Presents campaign is being rolled out in 27 countries across 16 languages via cinema, print, broadcast, out of home, digital and social media channels. It has generated over 200 million views since it was launched just over a month ago. The campaign will also feature a series of cinematic teasers celebrating gastronomy, active holidays, nature and outdoors and self-indulgent holidays in Dubai.
The film was shot following strict Covid-19 protocols, with a duration of five days with a diverse cast and crew of over 180 people representing 27 nationalities – from celebrity talent and director, award-winning production and creative teams to a world-class filming crew, evoking the creative spirit of a city that is recognised as a global icon of multiculturalism.
Dubai has continued to invest in integrated marketing campaigns, highlighting that the city is open to travellers when they are ready to start holidaying again. Dubai Presents is designed to showcase the diversity of experiences, attractions and events that await visitors this year including Expo 2020, which starts on 1 October and celebrations surrounding the 50th anniversary of UAE’s National Day on 2 December. Dubai Presents builds on a series of global marketing campaigns developed by Dubai Tourism such as A Story Takes Flight, starring Hollywood celebrities Gwyneth Paltrow, Kate Hudson and Zoe Saldanha, the award-winning #BeMyGuest featuring Bollywood superstar Shah Rukh Khan, as well as many other campaigns led by prominent regional celebrities and influencers, in addition to various digital activations.
Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has revealed that the city welcomed 2.85 million international overnight visitors from January -July 2021, further accelerating momentum in this landmark year of Expo 2020 and the UAE Golden Jubilee.
The ‘Buddy Comedy’ trailer was unveiled at a special event at Vox Cinemas at Mall of the Emirates, during which Expo 2020 provided the audience with an overview of the region’s first World Expo.
According to data from hotel management analytics firm STR, for the first seven months of 2021, Dubai ranked second globally in terms of occupancy after Singapore and ahead of London and Paris. For the January-July 2021 period, Dubai’s YTD RevPAR was highest amongst the four destinations, followed by Singapore, Paris and London.
Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (Dubai Tourism) commented: “The significant momentum generated across the tourism ecosystem is in line with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to further enhance the position of Dubai as a global tourism destination and make it the best city in the world to live in, work and visit. Dubai’s ability to evolve and adapt has been critical in ensuring that the city retained its position at the forefront of the world’s leading travel destinations. As we continue to play a pivotal role in the global tourism recovery with the support of our stakeholders and partners, the positive growth that we have registered in the first seven months of this landmark year for Dubai is also a testament to the effective citywide management of the pandemic that has enabled us to reassure travellers and ensure their safety at every touchpoint from arrival to departure, as we further enhance our position as one of the world’s safest destinations.
“As part of our strategy, we have consistently used innovative campaigns to further highlight the city’s multi-faceted touristic appeal. This synergetic approach to showcasing Dubai’s diverse offering involves the enlistment of celebrities, influencers and community personalities, creating a steady stream of ambassadors and advocates to constructively help narrate Dubai’s story. This is reflected in a remarkable way through our latest campaign, Dubai Presents, which highlights the array of attractions and experiences that global travellers can enjoy and then turn those experiences into engaging, memorable stories about Dubai,” Kazim added.
Sholto Douglas-Home, Chief Sales & Marcomms Officer, Expo 2020 Dubai, said: “Expo 2020 Dubai is less than three weeks away from hosting the world for an unmissable six-month celebration – one that promises to be an extraordinary experience for visitors of all ages, nationalities and interests. No two days at Expo will ever be the same, and with so much on offer, every guest will want to visit many times and see for themselves the power of innovation and collaboration that Expos can unleash.
“And it is with thanks to the magnificent support of our tourism, hospitality and travel industry partners, international visitors will be able to enjoy the most diverse World Expo in history. Excitement is building, and we can’t wait to welcome everyone to a truly exceptional World Expo – and one that marks a historic milestone for our nation and our region, both safely and securely, as we invite everyone to join the making of a new world,” Douglas-Home added.
