Finn Partners handles US media relations for the “Dubai Presents” campaign starring Jessica Alba and Zac Efron, designed to woo travelers to the Persian Gulf city of more than 4.2M people

Featuring a series of trailers showcasing various locations, landscapes and cultural attractions, Dubai Presents invites people to write their own scripts for adventure in the city.

“We are confident the Dubai Presents campaign will bolster our efforts to accelerate tourism momentum in what promises to be a landmark year for Dubai as we gear up for the upcoming Expo 2020 and the UAE’s Golden Jubilee celebrations,” Issam Kazim, CEO of Dubai Corp. for Tourism & Commerce Marketing, said in launching the campaign.

He said the short films will “spotlight on our iconic skyscrapers and landmarks and highlight the unique ways in which visitors can create and own their memorable experiences and ultimately share their exciting story of Dubai with the world.”

Dubai, home of the 2,722 ft. Burj Khalifa—the world’s tallest building—reopened for international tourists in July 2020. It registered 3.7M overnight visitors from July 2020 to May 2021.