The Dubai Department of Economy and Tourism (Visit Dubai) has released the latest brand film for its ‘Dubai, Who’s Ready?’ marketing campaign. Starring globally renowned 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 truly follow their heart’s desire. In the film, the three friends explore some of Dubai’s most popular attractions, from the stunning dunes of Al Qudra desert and serene yoga sessions at Jumeirah Mina Al Salam, to the vibrant streets of Al Seef and playful moments at Topgolf Dubai.
The campaign highlights the authentic chemistry among the three stars, who are not only globally famous, but also close friends in real life. Their genuine bond brings a lively and 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, Instagram.
Shahab Shayan, Regional Director, Asia Pacific Region, International Operations at the 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, who appeared in last year’s campaign film, revealed how excited he was to collaborate with his friends in Dubai. He 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 also spoke about how beautiful the city’s landscapes were. He 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 added, “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.”
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’.
