A World Away: Atlantis, The Palm's global campaign

Campaign ME

30-06-2025

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: