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’ highly 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 ski area – indoors – in the Middle East. The ads will air on television outlets including CNN, CNBC, BBC World, Discovery Channel, Travel Channel, Google, Yahoo, ESPN and others, starting 27th September.
 
Online audiences around the globe also have an "exclusive" to view these ad spots on www.emirates.com/meet-dubai and www.youtube/EmiratesExperience, now, before the ads debut on television.
 
“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.”