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