Experience Abu Dhabi tapped Hollywood power couple Chris Hemsworth and Elsa Pataky for a two-year partnership that will see the two stars sharing the city's rich culture and unique experiences.
A new campaign film titled "Find Your Pace" marks the collaboration, featuring the couple fantasizing about going on a blissful vacation while on the set of an action movie.
The effort positions the United Arab Emirates capital as the perfect getaway for families looking to create beautiful memories, showcasing its beaches, desert dunes, theme parks, and a kayaking experience around the Louvre Abu Dhabi.
In a press release, the "Thor" actor expressed the couple's excitement for the new partnership while sharing anecdotes about his family's adventures in Abu Dhabi:
"The adventures have left us with amazing memories that will last a lifetime—you can tell how special it was since the kids didn't want to leave.
We've loved everything about the culture, the people and the experiences. It's a place where we can unwind, and relax, with the feeling of being at home."
Pataky also shared that Abu Dhabi is an ideal destination for children and families, with something for each family member to enjoy.
Celebrity endorsements leverage the popularity of well-known figures to attract attention, enhancing a tourist destination's appeal and credibility.
It's one of the most reliable influencer marketing strategies, banking on star power and the brand's compatibility with the tourist destination.
Adventure of a Lifetime
A two-minute spot opens on the set of an action movie, as Hemsworth and Pataky jump off a building to escape a black cloud.
Hanging precariously on a construction crane, the pair holds on for dear life as the campaign's message flashes on screen: "Could Use A Vacation Right Now."
The director calls cut, but the two are still stuck on the ledge. Fighting through their struggle, the two longingly imagine going on a vacation.
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What follows is a stunning montage of the Hemsworth family enjoying the finest that Abu Dhabi has to offer, as they enjoy the beach at sunset, ride dune buggies and horses in the desert, and catch some waves.
Famous establishments like Ferrari World also make an appearance.
Wanting to slow the adventure down a bit, the family takes a more relaxing route, visiting spas and sharing delicious authentic meals.
Highlighting Abu Dhabi's warm climate, uniquely different culture, and natural beauty, the spot ends with another quick montage of clips as Hemsworth longingly stares into the distance.
Last month, Tennessee Tourism teamed up with country music icon Dolly Parton for a new campaign.
