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Dubai Presents is a trailer-like film by director Craig Gillespie, who helmed the recent Hollywood flick Cruella
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The one-minute-36-second film is backdropped by some of Dubai’s most iconic landmarks
Dubai’s Department of Tourism and Commerce Marketing, also known as Dubai Tourism, has roped in Hollywood stars Jessica Alba and Zac Efron for its latest tourism drive, local reports have said.
The stars are part of the department’s latest tourism campaign as it eyes global travel recovery and growth, said the reports.
Central in the drive is Dubai Presents, a trailer-like film by director Craig Gillespie, who helmed the recent Hollywood flick Cruella.
The one-minute-36-second film is backdropped by some of Dubai’s most iconic landmarks, said the reports.
In line with strict Covid-19 protocols, its filming reportedly took place over five days, with the cast and crew of over 180 people representing 27 nationalities.
The overall campaign is expected to see a series of new content launching in sequence.
Building on the 2019 Dubai Tourism campaign film A Story Takes Flight, this new campaign will reportedly 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.
The economy of the UAE in general and that of Dubai in particular benefit greatly from the revenues generated by the tourism sector.
With the Covid-19 pandemic having hit that revenue stream badly, it is no surprise that Dubai is looking to restore its tourism industry to its pre-pandemic condition.
The emirate recently marked a year since it reopened its doors to international travelers.
Data from Dubai Tourism shows that the city welcomed 4.1 million overnight visitors in the 12-month period from July 2020 to June 2021.
The UAE also has one of the world’s highest per-capita vaccination rates, which should give the tourism sector another boost.