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BRAVE | Recognising National Brand Ambassador Mohamed Parham Al Awadhi

“My brother, and I choose to wear our national dress on Peeta Planet because it is a starting point for telling our own narrative. I think it’s important for Middle Easterners to do that and take more ownership of it. We need more positive stories in the media about Middle Easterners and we need those stories to travel internationally – so the world sees a beautiful and more humane side of the region.”

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Peeta Planet at #CGI2014: Cities as Labs for Innovation

It’s been such an honour for us to represent the UAE at this year’s Clinton Global Initiative Annual Meeting. We were invited to moderate a panel discussing ‘Cities as Labs for Innovation’, speaking with Gesare Chife, Co-founder and Executive Director of Dr. Aloy & Gesare Chife Foundation; David Hertz, Founder and CEO of Gastromotiva & Uridéia Andrade, Alumni of Gastromotiva; and Matt Damon and Gary White, Co-founders of water.org

The panel was a perfect backdrop for us – because Dubai embodies many of the ideals of how cities can transform societies to become hubs for innovation, entrepreneurship and inspire change.

Through Peeta Planet, we have been travelling the world experiencing some of the greatest cities out there. We applaud CGI for hosting this dialogue to encourage all of us to truly own our cities, empowering us to be agents of change one citizen at a time to improve the societies where we live and work.

How do you think we can unlock the innovative potential of cities? How can we help residents drive business and economic growth? How can we build networks of collaboration both in cities and around the world to scale up these innovative ideas and replicate some of these solutions in other cities?

We’d like to hear from all of you, and hear about your commitments to action on this topic!

 

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12 Global Instagrammers Experience Dubai Through the Eyes of the Emirate’s Residents

Filming of #MyDubai Trip Series Begins – Global Instagrammers Follow Itineraries Created For Them By Resident Contemporaries

(Arabic – عربي)
(English – الإنجليزية)

DUBAI, UAE 16 September, 2014 – 12 influential instagrammers from across the globe will visit Dubai over the next four weeks to experience the emirate through the eyes of its residents, each following an itinerary which has been tailor-made for them by another 12 influential Dubai-based instagrammers. Their experiences of Dubai will collectively form the #MyDubai Trip video series, which is being produced in partnership between Dubai’s Department of Tourism and Commerce Marketing (DTCM) and Qabeela New Media, creators of the award-winning travel series Peeta Planet.

The selection of the final 24 instagrammers – global and Dubai-based – was conducted via two competitions, during which 40 international instagrammers campaigned for votes by stating why they should be given the opportunity to visit Dubai and 30 Dubai residents including media personalities Anas Bukash and Nouraldin AlYousef; food bloggers Samantha Wood and Karen McLean; and entrepreneurs Omar Samra and Muneera Al Tamimi, created day-long itineraries, which were also voted on. The #MyDubai Trip series will uncover the journey of the influential global instagrammers as they discover the emirate of Dubai through following the day-long itineraries. They will be joined by brothers Mohamed and Peyman Parham Al Awadhi, co-founders of Qabeela New Media and co-hosts of Peeta Planet, who will guide the visitors throughout their #MyDubai Trip.

The first visitor is Kuwait’s Abdulaziz Al Duwaisan (Instagram: @BONMR) whose itinerary has been created by Emirati stand-up comedian Kanu Al Kendi (Instagram: @KANU7ALKENDI). The itinerary included Dune buggying on the Dubai-Hatta Road, a session of mixed martial arts with Team Nogueira Dubai and a visit to the Dubai Museum, with visits to three local favourite restaurants: Control Restaurant for breakfast, Al Gharshoob Restaurant for lunch and Mubasher Cafeteria for a late night snack.

The second visitor is Devrim Ates from Turkey (Instagram: @REVOLUTIONSHIP) who was paired with Herald Herrera (@HERALDHERRERA). Her itinerary included stops at Al Badiya Golf Course, Al Reef Bakery, the Gold Souq, Khan Murjan, Galleries night at Al Serkal Avenue and a dhow cruise.

By creating the #MyDubai Trip series, Qabeela New Media is the latest company to join #MyDubai, the initiative launched in January this year by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai.

Issam Kazim, Chief Executive Officer, Dubai Corporation for Tourism and Commerce Marketing (DCTCM) said: “The creation of #MyDubai Trip is a perfect addition to the wider #MyDubai initiative, as it has provided the opportunity for Dubai’s residents to showcase our emirate to international visitors, through creating their own personalized itineraries of the best they believe Dubai has to offer. There is no better way to experience a city than through the eyes of its residents and #MyDubai Trip will uncover some of Dubai’s hidden gems and lesser known highlights.”

Mohamed Al Awadhi said: “The #MyDubai initiative has shown the passion that the Dubai community has for our city and we wanted to compliment this by giving another platform through which residents could join the initiative. Social Media has changed the game for the tourism industry drastically and in order to attract travellers today, governments need to rethink and change their approaches to tourism. DTCM fully embraced our idea to work together to create #MyDubai Trip and use social travel to reveal more about the emirate to international audiences. It has been humbling to see how much the Dubai community has taken on the cause of promoting their city to visitors.”

A number of Dubai based entities are supporting the production of #MyDubai Trip, with the instagrammers being hosted by the Kempinski Hotel Mall of the Emirates, Kempinski Hotel & Residences Palm Jumeirah, the JWMarriott Marquis and the Shangri La Hotel Dubai. Commercial Bank of Dubai, is bringing the itineraries to life, facilitating a number of experiences throughout the itineraries; Dubai Film and TV Commission (DFTC) is assisting through the issuance of location permits and providing full support in access to the diverse locations that Dubai has to offer;  Uber are providing cars to help transport the instagrammers, around Dubai; Canon is supplying both the instagrammers and crew with some gear for the series; and with Disney on Ice currently taking place in Dubai, The Walt Disney Company provided two goodie bags to thank voters who chose the winning itineraries.

Mr. Paul Boulos, Head of Marketing at CBD said: “We feel strongly about promoting Dubai as a destination so being part of this project was something we immediately wanted to get involved in – after all, there is brand synergy and it’s all in the name! As such, CBD is providing a number of additional opportunities for the visitors to experience our great city during their stay.”

Jamal Al Sharif, Chairman of Dubai Film and TV Commission and Managing Director of Dubai Studio City said: “We are delighted to be supporting this exciting initiative, which will showcase Dubai’s beauty, versatility and diverse locations to the world. Dubai has developed into a thriving media hub, with media playing a key role in helping to increase tourism to Dubai, and I am confident that the instagrammers will have a truly memorable experience during their stay here”.

Fully reliant on social media to determine the itinerary for their travels, Mohamed and Peyman are no strangers to the benefits of crowdsourcing. Their first full-scale production- Peeta Planet – is an international, award-winning travel series broadcast on Dubai One to over 50 million TV viewers across the Middle East. The travel series follows the two Emirati brothers as they travel across the world, basing their journeys on recommendations collected on social media. This expertise and know-how will be leveraged and put to the test as they explore their hometown with the #MyDubai Trip series.

Featured international instagrammers include: Gareth Pon and Craig Howes from South Africa, Danny Zappa and Paulo DelValle from Brazil, Christina Santoso and Daris Cahyadi from Indonesia, SeoJu Park, Virginia Navarro and Saul Aguilar from Mexico, Devrim Ates from Turkey, Ahmad El Abi from Egypt and Abdulaziz Al Duwaisan from Kuwait. Their itineraries have been curated by Anas Bukash, Managing Partner of Ahdaaf Sports Club; Herald Herrera, network engineer and manager of the @igersdubai community; Ienobu Kaneko, entrepreneur and social media influencer, Kanu Al Kendi, one of the first Emirati stand-up comedians; Karen McLean, blogger at Secret Squirrel Food; Khalid AlRamsi, IT student and designer; Max Stanton, Consumer Market Knowledge Manager at Procter and Gamble, entrepreneur and social media influencer; Muneera AlTamimi, Co-Founder of Turba Studios and Co-Founder of Tamashee; Nouraldin AlYousef, Television presenter and media personality; Omar Samra Founder and CEO of Wild Guanabana, renowned mountain climber and future astronaut; Samantha Wood, freelance journalist, food blogger at foodiva.net and communications consultant and trainer; and Sharifa Badri, marketing graduate and social media influencer.

The winning instagrammers started to arrive in Dubai from Thursday 11th September for a period of three or four days each, with the last arriving in mid-October. The #MyDubai Trip series is scheduled for online broadcast between November 2014 and January 2015. All pre-selected itineraries will be available online for local and international tourism purposes, both during and after the #MyDubai Trip series is broadcast, follow here.

Note to Editors:

About #MyDubai:

The #MyDubai initiative was created by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Dubai Executive Council, with a request for residents and visitors to join him in sharing photos, videos and stories on social media and show their experiences of Dubai. The intention is to celebrate the everyday lives of the people and communities of the Emirate and show the city that is beneath the landmarks, headlines and superlatives.

The contributions will be shared across social media platforms and in other forms of creative media such as exhibitions and art installations. Launching the initiative, His Highness Sheikh Hamdan said: “A city’s story is created by its people and it’s time to join together and show the world how 2.1 million people can create one remarkable story: together we will create the world’s first autobiography of a city.” A selection of contributions can be seen @MyDubai on Instagram, Twitter and Facebook.

“The “#MyDubai Trip” is a social travel series that documents the journey of the world’s most influential instagrammers as they experience Dubai’s hidden gems. The twist? Their itineraries are thoughtfully curated and crowd-sourced from Dubai’s most well-known social media personalities.”

About Dubai’s Department of Tourism and Commerce Marketing (DTCM)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai’s Department of Tourism and Commerce Marketing’s (DTCM) mission is to increase the awareness of Dubai to global audiences and to attract tourists and inward investment into the Emirate.

DTCM is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector; markets and promotes the Emirate’s commerce sector; and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the DTCM portfolio include Dubai Convention and Events Bureau, Dubai Calendar, and Dubai Festivals and Retail Establishment (formerly known as Dubai Events and Promotions Establishment). In addition to its headquarters in Dubai, DTCM operates 20 offices worldwide.

For DTCM media enquiries please contact

ASDA’A Burson-Marsteller Dubai, UAE

Tel: 971-4-4507600

Fax: 971-4-4358040

dtcm@bm.com

About PEETA PLANET: Peeta Planetis an award-winning, groundbreaking, hybrid TV-web (“social TV”) travel show that does things a bit differently. This involves avoiding tourist attractions and guidebooks, opting instead for a more authentic experience, exploring and encouraging social travel and discovering the cities through the lens and know-how of the locals. Peeta Planet is produced and hosted by kandourah-clad Emirati brothers Mohamed and Peyman Parham Al Awadhi, and directed by the half a million strong “Peeta Pilots”, steering the show on social media from around the globe. Peeta Planet is broadcasted by Dubai One TV, and produced in partnership with the InterContinental Hotels & Resorts Group, and Google.

About QABEELA NEW MEDIA: Qabeela New Media is a UAE-based production company founded by Emirati brothers Mohamed and Peyman Parham Al Awadhi. Peeta Planet is their first television production.

Media Enquiries for PEETA PLANET:

Amina Samy amina@qabeela.tv

Facebook:www.facebook.com/peetaplanet

Twitter: www.twitter.com/peetaplanet

Instagram:www.instagram.com/peetaplanet

Google+: https://plus.google.com/+PeetaPlanet

www.peetaplanet.com

Poster Peeta Planet- UTURN
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Peeta Planet and UTURN Entertainment Announce Strategic Content Partnership Targeting Young Saudi Arabian Youtube Consumers

Partnership provides new and exclusive Peeta Planet™ episodes to UTURN Entertainment for distribution and promotion

DUBAI, UAE and JEDDAH, Kingdom of Saudi Arabia– July 15th 2014: Qabeela New Media™ and UTURN Entertainment today announced that they have forged a strategic partnership, centred around the exclusive release and distribution of Peeta Planet web content catering to an Arabic-Speaking audience. This partnership will be the first Emirati partnership for the Saudi owned and managed UTURN Entertainment.

In a series of twelve minisodes, Peeta Planet™ hosts Mohamed and Peyman Al Awadhi connect with individuals around the world over one of the most universally shared simple pleasures: a cup of coffee. Coffee plays a vital role in people’s daily lives, and exploring the world through its coffee traditions and cafés provides the hosts and viewers alike with a creative approach and unique insight into foreign cultures.

With over 50 million television viewers across the Middle East and North Africa, the award-winning Peeta Planet is the region’s first and most-viewed hybrid TV-web (or “social TV”) travel show.

Peeta Planet, Qabeela New Media and UTURN Entertainment are united in their commitment to build a high-quality entertainment industry in the GCC , and in their shared interest in producing alternative media content by Arabs for Arabs.

About PEETA PLANET:
Peeta Planet is an award-winning, groundbreaking, hybrid TV-web (“social TV”) travel show. that does things a bit differently. This involves avoiding tourist attractions and guidebooks, opting instead for a more authentic experience, exploring and encouraging social travel and discovering the cities through the lens and know-how of the locals. Peeta Planet is produced and hosted by kandourah-clad Emirati brothers Mohamed and Peyman Parham Al Awadhi, and directed by the half a million strong “Peeta Pilots”, steering the show on social media from around the globe. Peeta Planet is broadcasted by Dubai One TV, and produced in partnership with the InterContinental Hotels & Resorts Group, and Google.

About QABEELA NEW MEDIA:
Qabeela New Media is a UAE-based production company founded by Emirati brothers Mohamed and Peyman Parham Al Awadhi. Peeta Planet is their first television production.

 

Media Enquiries for PEETA PLANET:
Amina Samy

amina@qabeela.tv

Facebook:www.facebook.com/peetaplanet
Twitter:www.twitter.com/peetaplanet
Instagram:www.instagram.com/peetaplanet
Google+:  https://plus.google.com/+PeetaPlanet

 

 

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Department of Tourism and Commerce Marketing (DTCM) partners with Peeta Planet for mega Instagram tourism campaign

FOR IMMEDIATE RELEASE

(Arabic – عربي)
(English – الإنجليزية)

DUBAI, UAE, 26 August 2014 – Dubai’s Department of Tourism and Commerce Marketing (DTCM) today announced that Qabeela New Media are joining the #MyDubai initiative to produce a 12-episode travel series for the Emirate of Dubai curated by well-known Emirati social travel experts, Peeta Planet.

The “#MyDubai Trip” is a social travel series that documents the journey of some of the most influential Instagrammers from around the world as they experience Dubai.

The twist? Their itineraries are thoughtfully curated and crowd-sourced from several of Dubai’s renowned social media personalities.

Peeta Planet is an international, award-winning travel series broadcast to 50 million TV viewers across the Middle East. It is a travel series about two brothers from the United Arab Emirates who visit countries across the world, with their journeys being destined by recommendations made on social media. With this being the first time the model of social travel has been applied to their homes city.

Rather than treading the tired, overdone tourist trails, brothers Mohamed and Peyman Parham Al Awadhi interact with their social media community to practice “social travel”, travelling through the eyes of local people. The creators and hosts are enthusiastic about the “#MyDubai Trip” series as it draws upon local knowledge and aims to transform residents of Dubai into advocates of tourism for their city. Leveraging Peeta Planet’s expertise in social travel, the brothers will use social media channels to crowd-source daily itineraries for the series, based on what a local resident would recommend for incoming visitors.

50 itineraries will be curated by residents of Dubai, who are prominent across social media, within their respective industries of fashion, food, sports, culture and entrepreneurship. The itineraries will be posted on Peeta Planet’s Facebook page with the general public asked to vote for their favourite. The 12 most voted itineraries will then each be filmed as one episode of Peeta Planet’s “#MyDubai Trip” series. Joining Mohamed and Peyman on the “#MyDubai Trip” film series will be 12 globally prominent Instagram users, chosen by another public vote.

Issam Kazim, Chief Executive Officer, Dubai Corporation for Tourism and Commerce Marketing (DCTCM) said: “Getting local insights into a destination’s hidden gems and must-do activities is something that global travellers are increasingly looking for whenever and wherever they travel. By using social media to share our #MyDubai stories – as encouraged by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Dubai Executive Council – we can let the world know much more about Dubai. We can share the breadth and wealth of our activities, the diversity of our destination offering, our unique culture and heritage, and spirit of true hospitality. By working with local ‘insiders’, international instragrammers and the Peeta Planet team, we can create content that reaches all four corners of the globe and encourages visitors to experience a side of our city that may be unfamiliar and unexpected. We’re very excited about what we’ll see and where we’ll go on ‘The #MyDubai Trip’”.

Launched in January 2014 by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, #MyDubai aims to create an autobiography for the emirate of Dubai, through social media. With over 1.34 million Instagram submissions of photos and videos to date, the #MyDubai initiative tells an interactive human story of residents and visitors to Dubai. The intention is to celebrate the everyday lives of the people and communities of the Emirate and show the city that is beneath the landmarks, headlines and superlatives.

Fully reliant on social media to determine the itinerary for their travels, Mohamed and Peyman are no strangers to the benefits of crowdsourcing. This expertise and know-how will be leveraged and put to the test as they explore their hometown with the “#MyDubai Trip” series.

“We believe that a city is defined by its people and their hospitality” said Mohamed Al Awadhi. “We want to create a sense of ownership and pride, empowering our community to take on the cause of promoting Dubai as local advocates. “The #MyDubai Trip” series will serve as a focal point for meaningful, fun and heartening activities to experience in Dubai, regardless of whether you are a resident or a visitor.”

Also joining Mohamed and Peyman are their brothers Marwan (DJ Bliss) and Ehsan Parham Al Awadhi, well-known personalities in the UAE entertainment industry as a DJ/presenter and filmmaker respectively.

The “#MyDubai Trip” series will be filmed in September and October 2014 and scheduled for online broadcast between November 2014 and January 2015. All 50 pre-selected itineraries will be available online for local and international tourism purposes, both during and after the “#MyDubai Trip” series is broadcast.

The “#MyDubai Trip” series will feature some of the most influential Instagrammers from around the world, following crowd-sourced itineraries which showcase Dubai’s attractions as selected by residents

In order to get involved in the crowd-sourcing process, please visit the following website to follow the “MyDubai Trip”: www.facebook.com/peetaplanet

About #MyDubai:

The #MyDubai initiative was created by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Dubai Executive Council, with a request for residents and visitors to join him in sharing photos, videos and stories on social media and show their experiences of Dubai. The intention is to celebrate the everyday lives of the people and communities of the Emirate and show the city that is beneath the landmarks, headlines and superlatives.

The contributions will be shared across social media platforms and in other forms of creative media such as exhibitions and art installations. Launching the initiative, His Highness Sheikh Hamdan said: “A city’s story is created by its people and it’s time to join together and show the world how 2.1 million people can create one remarkable story: together we will create the world’s first autobiography of a city.” A selection of contributions can be seen @MyDubai on Instagram, Twitter and Facebook.

About Dubai’s Department of Tourism and Commerce Marketing (DTCM):

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai’s Department of Tourism and Commerce Marketing’s (DTCM) mission is to increase the awareness of Dubai to global audiences and to attract tourists and inward investment into the Emirate.

DTCM is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector; markets and promotes the Emirate’s commerce sector; and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the DTCM portfolio include Dubai Convention and Events Bureau, Dubai Calendar, and Dubai Festivals and Retail Establishment (formerly known as Dubai Events and Promotions Establishment). In addition to its headquarters in Dubai, DTCM operates 20 offices worldwide. 

For Dubai Tourism media enquiries please contact

ASDA’A Burson-Marsteller

Dubai, UAE

Tel: 971-4-4507600

Fax: 971-4-4358040

dtcm@bm.com

About PEETA PLANET:

Peeta Planet is an award-winning, groundbreaking, hybrid TV-web (“social TV”) travel show that does things a bit differently. This involves avoiding tourist attractions and guidebooks, opting instead for a more authentic experience, exploring and encouraging social travel and discovering the cities through the lens and know-how of the locals. Peeta Planet is produced and hosted by kandourah-clad Emirati brothers Mohamed and Peyman Parham Al Awadhi, and directed by the half a million strong “Peeta Pilots”, steering the show on social media from around the globe. Peeta Planet is broadcasted by Dubai One TV, and produced in partnership with the InterContinental Hotels & Resorts Group, and Google.

About QABEELA NEW MEDIA:

Qabeela New Media is a UAE-based production company founded by Emirati brothers Mohamed and Peyman Parham Al Awadhi. Peeta Planet is their first television production.

Media Enquiries for PEETA PLANET:

Amina Samy

amina@qabeela.tv

Facebook:www.facebook.com/peetaplanet

Twitter:www.twitter.com/peetaplanet

Instagram:www.instagram.com/peetaplanet

Google+:  https://plus.google.com/+PeetaPlanet

More information about Peeta Planet is available at www.peetaplanet.com