Dubai 2003 launches spectacular television commercial

The visionary commercial captures the diversity and dynamism of the country and city that will host the 58th Annual Meetings of the World Bank Group and International Monetary Fund in September 2003.

Dubai 2003 General Coordinator Mr. Ibrahim Belselah hosted the first screening of the television commercial at an event held at the recently completed Dubai International Convention Centre - the venue for the Annual Meetings. This builds on the Dubai World Trade Centre's position as the leading venue for exhibitions and conventions in the Middle East.

It was also the first event held by Dubai 2003 at the Convention Centre and VIP guests at the occasion included the creative team behind the commercial, participants and organisations who provided venues and facilities to enable the film to be made.

Speaking at the event, Mr. Belselah said: "This television commercial is one of the major communication platforms for Dubai 2003 in our ongoing campaign to promote the UAE and Dubai as the host country for the Annual Meetings and a world-class location for inward investment and business. A programme that includes international events, roadshows and outdoor advertising and branding.

"Our objective with the commercial has been to position the UAE as a place where visions are realized making it the perfect location for the financial leaders of the world to convene in September 2003.

"The striking visual imagery and evocative soundtrack have captured the enormous transformation of our nation from traditional Arabia to a dynamic and modern country proudly taking its place on the international business stage."

The television commercial will first be broadcast in the UAE on every Dubai TV channel on 16 March 2003. It will also be subsequently screened on a number of regional and international television channels.

Following a partnership with the Dubai Department of Civil Aviation the commercial is also being aired across Europe, Asia, Middle East and Africa by leading business television channel CNBC with the vignette series called "Why Dubai".

Locations for filming the commercial included Emirates Towers, the Dubai Desert on the road to Al Ain, Burj Al Arab Helipad, a race night at Nad Al Sheba and contrasting views of the maritime heritage of Dubai featuring traditional dhows and a powerboat from the Victory Team. Nearly 30 people were cast to appear in the commercial that also required the expertise and horsemanship skills of Dubai Police.

The commercial was created by advertising agency Impact/BBDO who used Italian production company Avana Productions to produce the film with a local UAE partner Phoenix Productions. Composer Ritchie Birkett provided the specially composed music.

Mohammed Al Noori of Dubai Municipality and a member of the Dubai 2003 Purchase, Finance and Marketing Committee played a key liaison role in ensuring the participation of the Dubai Police and other official bodies and ensuring that locations and facilities were made available for filming.

Mr. Belselah added: "Throughout the making of the commercial we were always committed to ensuring that it should have the ultimate objective of promoting the UAE as a world class place to do business and to convey the message that Dubai is truly the Crossroads of the New Global Economy. We are convinced that Winds of Change fully conveys that message and achieves this objective.

Dubai World Trade Centre Diirector General, Mr. Mubarak bin Fahad commented: "This commercial and all other initiatives being undertaken by the government and our visionary leaders will ensure that the emirate diversifies its economic base even further and strengthens Dubai's position as the strategic business hub between Europe, Asia and Africa.

"Dubai International Convention Centre (DICC), the host venue for the Annual Meetings, is backed by solid experience and professionalism of the most enduring brand in the UAE which is the Dubai World Trade Centre,"

The Annual Meetings of the Boards of Governors of the World Bank Group and International Monetary Fund were first held in Washington DC in 1946. They are hosted by an international city one year in three. Dubai and the UAE were selected because of its highly developed transportation and logistics infrastructure, growing importance as a financial hub and its established position as an oasis of opportunity.