New ad promotes Dubai to the world

Dubai 2003's 'Winds of Change' advert will run locally and globally and showcase Dubai as a hub for business and investment.

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By  David Ingham Published  March 16, 2003

Dubai 2003 has taken the wraps off the advert that will promote Dubai to the world in the run up to September's World Bank and IMF meetings in the city.

The advert, called ‘Winds of Change’, will run on local channels and on international news networks such as CNBC. Using dramatic scenes of Dubai, evocative music and a dramatic voiceover, Winds of Change attempts to portray the city as a dynamic and modern hub for business and investment.

“This television commercial is one of the major communications platforms for Dubai 2003 in our ongoing campaign to promote the UAE and Dubai as the host country for the annual meetings [of the World Bank and IMF] and a world class location for inward investment and business,” said Ibrahim Belsaleh, general co-ordinator, Dubai 2003.

Filming was carried out at various locations, including Emirates Towers, Nadd Al Shiba racecourse and the Burj Al Arab. Impact/BBDO conceived the advert, and Italy’s Avana Productions and local company, Phoenix Productions, produced it.

Winds of Change was unveiled to VIPs and the media within the $210 million convention centre constructed especially for the September meetings. 14,000 people, including most heads of state, are expected to descend on Dubai for an event that will temporarily make the city the focus of the world.

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