A strong idea can stand its own. Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has got something working for its #BeMyGuest ad campaign, which has now ready with the third phase of the campaign. Bollywood star Shah Rukh Khan continues to take Dubai to the world once again, this time in a dramatic adventure-series, unlike any other part of the campaign so far. The new phase launches across social media and online platforms on February 25, 2019.
Filming in Dubai for the latest sequel of the promotional campaign, ‘King Khan’, as he is popularly known, finds himself on a surprising treasure hunt across the city, discovering ‘must-see’ attractions that showcase the diversity of Dubai’s destination offering even he’s never experienced. Throughout the campaign he lives his Indiana Jones moments, reaching out to his fans, seeking help in solving clues, and inviting them to find what experiences await them in Dubai.
The six-part series is a designed a set of mysteries that each reveal the different assets of Dubai as a tourist destination.
“To us, Shah Rukh Khan is more than a Bollywood icon. He is a much-loved Dubai veteran, with long-standing connection to the city and our people. Who better to take on an unexpected and delightful new journey showing him facets he’s never seen before – and as such inviting all his fans to live his journey as ‘his guest’ in his second home,” commented Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (DCTCM).
He explained that this third sequel film series captures both Shah Rukh Khan’s “genuine enthusiasm for Dubai as he discovers many of the emirate’s ‘must-visit’ attractions, but also actively interacts with viewers, as it brings it all together in the finale”
“Following the success of the previous two editions of #BeMyGuest, we are delighted to partner with him once again on a completely different, yet predictably unmatched performance, in this latest narrative,” he added.
Playing a pivotal role in positively advocating for the emirate, Shah Rukh Khan said, “I have been travelling regularly to this wonderful city for years and each time I visit, I’m just amazed by so much that’s new, exciting and the best-of-its-kind in the world. But beyond the fresh and exciting things to explore, what I find truly memorable is the soul of the city – its people and hospitality – that make every visit even more remarkable. Dubai is a truly fantastic destination with so much to discover, whether it’s family entertainment, culture, adventure, or food, and its superlative service that makes it the must-visit destination for everyone.”
Since its launch in December 2016, #BeMyGuest has seen strong engagement across social media with the sequel, which was made in 2017, receiving over 100 million views worldwide. The film has also won international awards including the Grand Prix at the International Tourism Film Festival, ‘Tourfilm Riga’ held in Latvia and the Diamond Award at ITB Berlin’s ‘Golden City Gate’ tourism awards.