Etienne Haro directs one of the finest
restaurants; Paul Hamilton swims with sharks; Yousef Ali Bin Zayed
helped spark a vibrant rebirth of the arts and cultural heritage;
Waheed Abdul Hameed is a master of the fiery flavors that define
authentic indigenous cuisine. They are all among the unscripted,
non-actor stars of Emirates Airline's new advertising campaign to
air on major television and online outlets.
The campaign – ‘Meet Dubai’ – follows Emirates’
successful print campaign in such major outlets as The New York
Times, Newsweek, Time, The Wall Street Journal and others and is
designed to capture the unique and varied experience of living in
Dubai from the perspectives of real people from many parts of the
world who now call it home.
Kevin Sacre, from the British soap opera “Hollyoaks”
and a former member of the Royal Shakespeare Company, is the only
professional actor in the series of ads, serving as tour guide for
his personal discovery tour of one of the most fascinating places
in the Middle East.
The fourteen 120, 60 and 30-second spots,
directed by four-time Emmy winner Michael Noval and filmed in
documentary, unrehearsed spontaneous style, represent Emirates’
single largest ad campaign investment to date.
They encompass much of what makes Dubai
unique, including the souks and textile markets, trendy art
galleries and fashion, restaurants, resorts and one-of-a-kind
attractions like the Dubai Mall’s fabulous aquarium and the only
indoor ski area in the Middle East.
The ads, which started on Sunday, will air
on television outlets including CNN, CNBC, BBC World, Discovery
Channel, Travel Channel, Google, Yahoo, ESPN and others.
“Some may question our launching this massive
ad campaign at a time of economic turmoil around the world but
Emirates is confident that there is nothing more important than
investing to win new customers. We believe it will surprise
viewers and bust certain myths about Dubai,” said Boutros Boutros,
Emirates Divisional Senior Vice President, Corporate
Communications. “The ‘Meet Dubai’ campaign is a refreshing
approach to advertising and, we believe, totally captures the
essence of one of the most exciting cities in the world. People –
our customers and our colleagues – are what makes Emirates
successful, and likewise the unique story of our hub destination,
Dubai, is best told through the people who call it home.”
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