Dubai Presents...

Dubai Presents is a tourism campaign that shows off the diversity of offerings that visitors can enjoy in Dubai. It positions Dubai not just as a holiday destination but as an entertainment destination by using Hollywood-style trailers and posters designed around popular film genres, from spy movies to rom coms. Each film drives people to a Netflix-inspired hub where they can choose their holiday genre and book it. Using movie genres as a platform meant the campaign went beyond advertising, and shared organically via word of mouth.