Dubai’s Atlantis, The Palm hotel...

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‘A World Away’ was produced in-house with an award-winning film crew

Dubai’s Atlantis, The Palm hotel has launched a new brand campaign that aims to present the resort as more than just a holiday destination.

Titled ‘A World Away’, the campaign positions the five-star property as a setting that transcends the usual holiday experience by showcasing the many extraordinary experiences guests can have here, from overcoming their fears on water slide Leap of Faith, to a quiet moment up-close with dolphins or tropical fish.

The visually striking campaign was conceived and produced entirely in-house, a first for Atlantis, with its Dubai-based brand and marketing teams keen to ensure the final product was “creatively ambitious, deeply authentic and true to the spirit of the resort”.

To bring the story to life, the Atlantis team collaborated with an award-winning film crew, including Bruce Macdonald, winner of the New York Film Festival and International Film Talent Awards, while cinematography was undertaken by Simon Duggan, whose previous credits include The Great Gatsby and Hacksaw Ridge.

"Macdonald’s cinematic direction anchors the emotional depth of the campaign," Atlantis said in a statement.

Filming took place at a number of the resort’s key locations, including the opulent main lobby, Michelin-awarded restaurants and the Underwater Suite, with its floor-to-ceiling windows looking into the resort’s aquarium filled with 65,000 marine animals.

The Lost Chambers Aquarium and Aquaventure World, the world’s largest water park, were also featured.

Campaign features key locations such as the lobby

To both highlight the resort's expansive setting and the emotional resonance of guest experiences, Atlantis took a visual approach that dedicates 80% of each frame to the resort environment and 20% to genuine human interactions.

The campaign will be distributed across digital, social, in-resort and out-of-home platforms in the UAE and international markets such as Saudi Arabia, the UK, USA, Australia and Europe.

For more information, visit www.atlantis.com and www.atlantis.com/atlantis-the-palm