ATLANTIS, THE PALM UNVEILS 'A WORLD AWAY': A TRANSFORMATIVE NEW BRAND CAMPAIGN INSPIRED BY EXTRAORDINARY EXPERIENCES
Atlantis, The Palm unveils 'A World Away', a visually striking and emotionally resonant brand campaign developed entirely in-house by the Atlantis Dubai team, in collaboration with an award-winning, globally recognized film crew.
Created to reshape perceptions, spark imagination, and reignite global awareness, the campaign positions Atlantis, The Palm as far more than a holiday destination. It is a world rich with energy, wonder, and emotion—where guests are invited to leave the ordinary behind and step into the extraordinary. Whether it's a guest overcoming their fears on the iconic waterslide Leap of Faith, or a quiet moment spent face-to-face with marine life, every experience becomes a fulfilled dream.
For the first time in Atlantis history, a campaign of this scale is conceived, produced, and executed entirely by the in-house brand and marketing teams—ensuring the final product is creatively ambitious, deeply authentic, and true to the spirit of the resort. To bring the story to life, the Atlantis team collaborates with Bruce Macdonald, winner of the New York Film Festival and International Film Talent Awards, whose cinematic direction anchors the emotional depth of the campaign.
He is joined by Simon Duggan, the acclaimed Director of Photography behind The Great Gatsby and Hacksaw Ridge, and a two-time AACTA Award winner for Best Cinematography. The visual narrative is further enhanced by London-based photographer Jonathan Stokes, known for his work with National Geographic Traveler; FPV drone expert André Larsen, one of the world's top talents in aerial filming; and underwater cinematographer Mike Rall, founder of Base Films and a recognised leader in his field.
Filming takes place across several of Atlantis, The Palm's most iconic locations, including the grand main lobby, the awe-inspiring Underwater Suite, the renowned Lost Chambers Aquarium, world-class culinary venues under the most Michelin-awarded destination in the region, and the record-breaking Aquaventure World.
Visually, 'A World Away' is defined by a distinctive 80/20 composition principle—80% of each frame showcases the vast, dreamlike environment of Atlantis, while 20% highlights authentic human connection. This deliberate balance amplifies both the scale of the resort and the emotional impact of the experience that guests are invited to partake in.
The campaign runs across digital, social, in-resort, and out-of-home platforms—not just in the UAE, but across key global markets including Saudi Arabia, the UK, USA, Australia, and Europe.
To experience the campaign firsthand, watch it here and follow @atlantisthepalm on social media.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
an hour ago
- Campaign ME
A World Away: Atlantis, The Palm's global campaign
Atlantis, The Palm unveiled A World Away, created to reshape perceptions, spark imagination, and reignite global awareness. The campaign positions Atlantis, The Palm as far more than a holiday destination and instead, it positions it as a destination filled with energy, wonder, and emotion. The campaign didn't target a traditional demographic, but a mindset: those who crave bold, epic experiences and aren't afraid to dive headfirst into the unknown. 'Since 2017, we've been obsessed with one thing: turning every holiday into an epic story worth telling. That's where 'A World Away' comes in. It's not just about a getaway. It's an invitation to leave the ordinary behind and dive headfirst into energy and wonder,' comments Carrera Simmons, Director, Marketing, Atlantis Dubai. These travelers want more than just a holiday – they want to taste new flavours, embrace the unexpected, and lose themselves in the moment. They seek that spark, the kind of experience that lingers long after the stay ends. 'It's about how we make our guests feel. Atlantis is for those who want to create core memories – the kind that change you. Atlantis, The Palm isn't just another luxury resort – it's iconic in its own right. It's a place people don't just visit once; they come back again and again, chasing that feeling of something truly extraordinary,' says Simmons. Campaign strategy and pull Atlantis, The Palm isn't a hidden gem so, this campaign isn't about being loud; it's about reminding people why they should keep choosing Atlantis. 'A World Away' is supposed to be an answer to that. It reignites the emotional pull of Atlantis, The Palm – not as a chapter from the past, but as a evolving destination. Simmons adds, 'To craft a narrative that felt both emotionally resonant and strategically sharp, we began by digging into evolving traveller behaviours, competitor positioning, and our own guest feedback. What we uncovered was clear: expectations around luxury have shifted. Today's guests aren't just looking for five-star service – they're seeking meaning, connection, and unforgettable stories.' Visually, 'A World Away' is defined by a distinctive 80/20 composition principle – 80 per cent of each frame showcases the vast, dreamlike environment of Atlantis, while 20 per cent highlights authentic human connection. This deliberate balance amplifies both the scale of the resort and the emotional impact of the experience that guests are invited to partake in. 'We wanted to do more than just remind people of the Atlantis they think they know – nostalgia alone doesn't cut it anymore. This campaign challenges perceptions by showing the resort in a fresh light, reflecting how we constantly evolve to deliver innovative, mind-blowing experiences. At its core, this isn't just a brand film. It's a bold declaration of who we are. A place where the extraordinary isn't rare, it's expected,' says Simmons. 'We're refreshing that awareness and doubling down on brand equity to reignite that almost magnetic pull to visit. We want travellers to see Atlantis, The Palm not just as a destination, but as the entire destination, when visiting Dubai.' Global roll-out of A World Away The campaign runs across digital, social, in-resort, and out-of-home platforms – not just in the UAE, but across key global markets including Saudi Arabia, the UK, USA, Australia, and Europe. 'Over three months, we targeted key international markets with bold OOH takeovers in London Tube stations and across the iconic Palm Jumeirah skyline. The campaign also dominated digital and connected TV platforms including Hulu, Disney+, Prime, itvX, Sky, Netflix, and ran across the entire Emirates in-flight entertainment platform, ICE,' says Simmons. The brand campaign was developed entirely in-house brand and marketing teams by the Atlantis Dubai team. To bring the story to life, the Atlantis team collaborates with Bruce Macdonald, winner of the New York Film Festival and International Film Talent Awards, whose cinematic direction anchors the emotional depth of the campaign. He is joined by Simon Duggan, the acclaimed Director of Photography behind The Great Gatsby and Hacksaw Ridge, and a two-time AACTA Award winner for Best Cinematography. The visual narrative is further enhanced by London-based photographer Jonathan Stokes, known for his work with National Geographic Traveler; FPV drone expert André Larsen, a talent in aerial filming; and underwater cinematographer Mike Rall, founder of Base Films. Credits: Atlantis Dubai: Hanan Eissa, Vice President, Marketing & Public Relations Suzie Yo, Executive Marketing Director Paolo Abella, Creative Director Carrera-Jade Simmons, Brand Marketing Director Karim Bidri, Marine & Waterpark Marketing Director Iana Manzhous, Social Media Director Nadine Zeitoun, Marketing Manager Anna Katysh, Assistant Marketing Manager Davelyn Herboso, Assistant Marketing Manager Production House: Boomtown Productions:
Tourism Breaking News
18-06-2025
- Tourism Breaking News
Atlantis the Palm unveils its new transformative brand campaign inspired by extraordinary experiences
Post Views: 50 Atlantis, The Palm unveils 'A World Away' brand campaign created to reshape perceptions, spark imagination, and reignite global awareness, the campaign positions Atlantis, The Palm as far more than a holiday destination. It is a world rich with energy, wonder, and emotion—where guests are invited to leave the ordinary behind and step into the extraordinary. Whether it's a guest overcoming their fears on the iconic waterslide Leap of Faith, or a quiet moment spent face-to-face with marine life, every experience becomes a fulfilled dream. For the first time in Atlantis history, a campaign of this scale is conceived, produced, and executed entirely by the in-house brand and marketing teams—ensuring the final product is creatively ambitious, deeply authentic, and true to the spirit of the resort. To bring the story to life, the Atlantis team collaborates with Bruce Macdonald, winner of the New York Film Festival and International Film Talent Awards, whose cinematic direction anchors the emotional depth of the campaign. He is joined by Simon Duggan, the acclaimed Director of Photography behind The Great Gatsby and Hacksaw Ridge, and a two-time AACTA Award winner for Best Cinematography. The visual narrative is further enhanced by London-based photographer Jonathan Stokes, known for his work with National Geographic Traveler; FPV drone expert André Larsen, one of the world's top talents in aerial filming; and underwater cinematographer Mike Rall, founder of Base Films and a recognised leader in his field. Filming takes place across several of Atlantis, The Palm's most iconic locations, including the grand main lobby, the awe-inspiring Underwater Suite, the renowned Lost Chambers Aquarium, world-class culinary venues under the most Michelin-awarded destination in the region, and the record-breaking Aquaventure World. Visually, 'A World Away' is defined by a distinctive 80/20 composition principle—80% of each frame showcases the vast, dreamlike environment of Atlantis, while 20% highlights authentic human connection. This deliberate balance amplifies both the scale of the resort and the emotional impact of the experience that guests are invited to partake in. The campaign runs across digital, social, in-resort, and out-of-home platforms—not just in the UAE, but across key global markets including Saudi Arabia, the UK, USA, Australia, and Europe.
Zawya
10-06-2025
- Zawya
Atlantis, the palm unveils 'A World Away': A transformative new brand campaign inspired by extraordinary experiences
DUBAI, United Arab Emirates — Atlantis, The Palm unveils 'A World Away', a visually striking and emotionally resonant brand campaign developed entirely in-house by the Atlantis Dubai team, in collaboration with an award-winning, globally recognized film crew. Created to reshape perceptions, spark imagination, and reignite global awareness, the campaign positions Atlantis, The Palm as far more than a holiday destination. It is a world rich with energy, wonder, and emotion—where guests are invited to leave the ordinary behind and step into the extraordinary. Whether it's a guest overcoming their fears on the iconic waterslide Leap of Faith, or a quiet moment spent face-to-face with marine life, every experience becomes a fulfilled dream. For the first time in Atlantis history, a campaign of this scale is conceived, produced, and executed entirely by the in-house brand and marketing teams—ensuring the final product is creatively ambitious, deeply authentic, and true to the spirit of the resort. To bring the story to life, the Atlantis team collaborates with Bruce Macdonald, winner of the New York Film Festival and International Film Talent Awards, whose cinematic direction anchors the emotional depth of the campaign. He is joined by Simon Duggan, the acclaimed Director of Photography behind The Great Gatsby and Hacksaw Ridge, and a two-time AACTA Award winner for Best Cinematography. The visual narrative is further enhanced by London-based photographer Jonathan Stokes, known for his work with National Geographic Traveler; FPV drone expert André Larsen, one of the world's top talents in aerial filming; and underwater cinematographer Mike Rall, founder of Base Films and a recognised leader in his field. Filming takes place across several of Atlantis, The Palm's most iconic locations, including the grand main lobby, the awe-inspiring Underwater Suite, the renowned Lost Chambers Aquarium, world-class culinary venues under the most Michelin-awarded destination in the region, and the record-breaking Aquaventure World. Visually, 'A World Away' is defined by a distinctive 80/20 composition principle—80% of each frame showcases the vast, dreamlike environment of Atlantis, while 20% highlights authentic human connection. This deliberate balance amplifies both the scale of the resort and the emotional impact of the experience that guests are invited to partake in. The campaign runs across digital, social, in-resort, and out-of-home platforms—not just in the UAE, but across key global markets including Saudi Arabia, the UK, USA, Australia, and Europe. To experience the campaign firsthand, watch it here and follow @atlantisthepalm on social media. Mariam Ferwiz Assistant Manager, Public Relations Mobile: (+971) 506524875 Email: For further information about Atlantis, please call +971 4 426 1000, or visit Both low and high-resolution colour photography of Atlantis is available at About Atlantis, The Palm, Dubai Located at the centre of the crescent of The Palm in Dubai, Atlantis, The Palm is the first entertainment resort destination in the region. Opened in September 2008, the unique ocean-themed resort features a variety of marine and entertainment attractions, as well as 22 hectares of waterpark amusement at Atlantis Aquaventure, all within a 46-hectare site. It is home to one of the biggest waterparks in the world and one of the largest open-air marine habitats, with more than 65,000 marine animals in lagoons and displays including The Lost Chambers Aquarium, a maze of underwater corridors and passageways providing a journey through ancient Atlantis. Aquaventure Waterpark features 23.5 million litres of fresh water used to power 105 thrilling waterslides and attractions, including several world record-breaking slides, and two river rides featuring tidal waves and pools, water rapids and white-water chargers. Dolphin Bay, the unparalleled dolphin conservation and education habitat, and Sea Lion Point were created to provide guests with a once in a lifetime opportunity to learn more about some of nature's most friendly mammals. The resort boasts an impressive collection of luxury boutiques and shops as well as extensive meeting and convention facilities. Atlantis, The Palm is also known as the culinary destination in the region where guests can take their pick from a collection of 35 world-renowned restaurants including the three Michelin-starred FZN by Björn Frantzén and one Michelin star rated Hakkasan and Ossiano, as well as celebrity chef outposts Bread Street Kitchen & Bar by Gordon Ramsay and Nobu. Atlantis is also home to a buzzing nightlife scene with entertainment destination Wavehouse offering something for everyone, while WHITE Beach is the perfect place to unwind with a drink as the sun slips into the Arabian Sea.
