Dubai, UAE; October 18, 2012
: As orchestra performances go, they cannot get any higher. A philharmonic orchestra performance, set in Burj Khalifa, the world’s tallest building, serves as the musical backdrop for the newest television commercial of Emaar’s Downtown Dubai, with inspiring footage reaffirming its position as ‘The Centre of Now.’
• International team of musicians and creative professionals join hands for new commercial
• Underlines Emaar’s focus on destination marketing through its must-visit destination, Downtown Dubai
• Soundtrack for commercial performed from Level 112 of Burj Khalifa
Dubai, UAE; October 18, 2012: As orchestra performances go, they cannot get any higher. A philharmonic orchestra performance, set in Burj Khalifa, the world’s tallest building, serves as the musical backdrop for the newest television commercial of Emaar’s Downtown Dubai, with inspiring footage reaffirming its position as ‘The Centre of Now.’
Emaar’s newest destination marketing campaign is not only a statement on Dubai and its growing appeal world-wide as the must-visit tourist destination, but also a spectacular showcase of the world-class attractions that await visitors to Downtown Dubai, the flagship mega-development of Emaar in the heart of the city.
Ahmad Al Matrooshi, Managing Director of Emaar Properties said: “Dubai is today the undisputed regional tourism and business hub of the region. One of the new, constantly evolving and fascinating attractions in the city is Downtown Dubai, home to the iconic Burj Khalifa, The Dubai Mall and The Dubai Fountain. The appeal of these attractions is further elevated with the fascinating choice of lifestyle experiences that await visitors to this vibrant 500-acre community located centrally in Dubai.
“With our new television commercial, we are presenting the majestic brilliance of Downtown Dubai to the world at large, and extending our warm welcome to visit our city and Downtown Dubai, and savour the refreshing lifestyle that awaits them. The commercial, to be presented across all channels, is a product of global collaboration – much like the spirit of Dubai, home to over 200 nationalities, and Downtown Dubai, a dream project developed through the teamwork of people from all over the world.”
Developed by an international team of professionals, the commercial follows the journey of an Arabesque melody as it travels through Downtown Dubai, painting a compelling portrait of the visual appeal of the destination.
The imagery is stunning: Burj Khalifa, framed against the evening sky with children cycling in the foreground; an Arab couple dining just as The Dubai Fountain springs to life; visitors marveling at the shopping choices in The Dubai Mall; the exceptional service and amenities that await visitors to The Address hotels in Downtown Dubai, and the graceful elegance of a ballet dancer skating on ice, among others.
A helicopter was used to capture dramatic new footage of Burj Khalifa, as the philharmonic orchestra and musical diva render the enchanting musical set-piece. The music wafts across the landmarks of Downtown Dubai, and as it crescendos, the camera pans from the faces of fascinated visitors, through the performing fountains to Burj Khalifa, where the philharmonic orchestra performs from a terrace on Level 112. The music was composed specifically for the commercial and performed by a multicultural orchestra representing more than 14 nationalities.
The commercial is complemented by a new addition to the repertoire of The Dubai Fountain, which will now perform to the bespoke music score. The TVC can be viewed online at www.mydowntowndubai.com.
Anchored by Burj Khalifa, the world’s tallest building, Downtown Dubai will soon host the Dubai Modern Art Museum & Opera House District, which is billed to become the cultural referral point for the city. The mega-development of Emaar includes world-class hospitality and lifestyle offerings from The Address Hotels + Resorts, The Dubai Mall, Souk Al Bahar, The Dubai Fountain and several homes and offices.