The Dubai Department of Economy and Tourism (Visit Dubai) has released the latest brand film for its ‘Dubai, Who’s Ready?’ marketing campaign. Starring actors Park Seo Jun, Choi Woo Shik, and Park Hyung Sik, the film showcases the adventures that travellers can enjoy in the city.
Continuing the narrative from last year’s campaign launch, the new film opens with a heartbroken friend who is glued to his phone until a falcon suddenly swoops in and snatches it away. This kicks off a journey to rediscover joy in a city that allows visitors to follow their heart’s desire. In the film, the three friends explore some of Dubai’s attractions, from the dunes of Al Qudra desert and yoga sessions at Jumeirah Mina Al Salam, to the streets of Al Seef and moments at Topgolf Dubai.
The campaign highlights the chemistry among the three stars, who are also close friends in real life. Their bond brings a relatable tone to the film, which is being released across multiple global platforms and markets.
‘Dubai, Who’s Ready?’ is launching in South Korea and six other key target source markets – Australia, China, India, Indonesia, Japan, Malaysia, and Vietnam. The digital-focused campaign will be live across major video and social platforms, including YouTube, Facebook, and Instagram.
Shahab Shayan, Regional Director, Asia Pacific Region, International Operations, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET said, “Building on the success of our previous campaigns, the latest brand film for ‘Dubai, Who’s Ready?’ offers a unique glimpse into Dubai through the lens of our three stars. It not only highlights the city’s vibrant energy and diverse attractions, but also leverages the actors’ international reach and popularity to engage a global audience, extending far beyond South Korea. It underscores our commitment to impactful marketing and contributes to our vision to make Dubai the world’s best city to visit, live, and work in.”
Park Hyung Sik said, “It was a great pleasure to be back in Dubai this year after last year’s visit. I was excited to introduce my friends to the city’s captivating landscapes and vibrant atmosphere, which made the shoot truly enjoyable. After filming, I sincerely hope that the dynamic energy of Dubai, along with our own, will be felt by everyone who watches the film.”
Park Seo Jun said, “It was my first time in Dubai and I was amazed by the energy of the city. It was great to be exposed to a new place and culture while filming and I’m grateful to the local fans for making me feel so welcome.”
Choi Woo Shik said, “Even with a short filming schedule, we were able to experience the many different facets of Dubai. From the desert to the sea and the city skyline, I felt there’s no other place in the world where you can enjoy such contrasting attractions all in one city. I had an amazing time with my close friends.”
The latest instalment of the ‘Dubai, Who’s Ready?’ campaign is designed to inspire travellers to follow in the footsteps of the three stars by creating their own stories and memories during a visit to the city. Whether it’s a short stopover or a few days of adventure, Dubai’s combination of culture, entertainment, and attractions makes it a destination for friends to share experiences.
Part of Visit Dubai’s wider marketing efforts to promote the city to international audiences through campaigns and consumer advocacy, ‘Dubai, Who’s Ready?’ is the latest brand film to feature stars from entertainment. This year, Millie Bobby Brown and Jake Bongiovi starred in the city’s ‘Find Your Story’ campaign, while other stars who have featured in recent years include Zac Efron, Jessica Alba and Shah Rukh Khan in the ‘Dubai Presents’ films, and Gwyneth Paltrow, Zoe Saldana and Kate Hudson in ‘A Story Takes Flight’.
