Latest news with #AtlantisDubai
Campaign ME
30-06-2025
- Entertainment
- 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:
Mid East Info
18-06-2025
- Business
- Mid East Info
ON THE FOURTH ANNIVERSARY OF ATLANTIS ATLAS PROJECT, ATLANTIS DUBAI CELEBRATES SUCCESSFUL ELIMINATION OF SINGLE-USE PLASTIC WATER BOTTLES ACROSS THE DESTINATION
This milestone marks a significant step in the resort's ongoing sustainability journey and reaffirms its commitment to driving responsible tourism and positive change in the region. DUBAI, United Arab Emirates – In celebration of the fourth anniversary of the Atlantis Atlas Project, Atlantis Dubai proudly announces the complete elimination of single-use plastic water bottles across the entire destination – a major achievement in its ongoing sustainability journey. Launched in 2021, the Atlantis Atlas Project is the resort's long-term commitment to operating responsibly and creating a lasting positive impact for both people and the planet. The initiative is structured around four key pillars – Responsible Operations, Conservation & Animal Welfare, Education & Awareness, and People & Culture – and continues to drive meaningful, measurable progress across each. As part of this commitment, Atlantis Dubai's latest milestone has resulted in the annual elimination of approximately 3.7 million single-use plastic water bottles. This has been made possible through the installation of 18 filtered, chilled water dispensers across pool and beach areas and Aquaventure World, providing drinking water to both guests and colleagues. Additionally, the resort's on-site water bottling plant, launched in 2022, currently produces almost 5,000L of filtered water daily. Filled in glass, reusable bottles, the plant services rooms, suites, selected restaurants, event spaces and banquet operations with filtered drinking water, further reinforcing the resort's ongoing efforts to reduce single-use plastic waste at scale. The elimination of single-use plastic water bottles is just one of many actions driven by the Atlantis Atlas Project. Another such example is Atlantis Dubai's partnership with UAE-based Seafood Souq – the region's first platform dedicated to transparency in seafood supply chain, enabling end-to-end tracking from sea to serving. As of December 2024, 100% of all contracted seafood, including feed for over 65,000 marine animals, is now fully traced through Seafood Souq's Trace technology, providing Chefs with greater visibility enabling more responsible sourcing decisions. Kelly Timmins, Executive Director of Sustainability and Marine Animal Operations, Atlantis Dubai, commented: 'Over the past 4 years, sustainability has become an integral part of every facet of our operations. From procurement to guest experience, we are integrating responsible practices that drive meaningful impact across our entire business through the Atlantis Atlas Project.' The Atlantis Atlas Project continues to drive forward sustainability at Atlantis Dubai with notable milestones achieved, including: Solar panels installed in December 2022 have resulted in the avoidance of 1,748 tonnes of CO₂-equivalent emissions to date —the same carbon sequestration capacity of approximately 35,942 trees. Since June 2022, Winnow food waste technology has been activated across three buffet restaurants and one colleague restaurant at Atlantis Dubai, leading to an average 53.8% reduction in edible food waste compared to pre-implementation levels. Atlantis Dubai partnered with Goumbook's 'Save The Butts' campaign through the installation of two permanent cigarette butt collection stations. To date, over 4.6 million cigarette butts have been recycled into innovative building materials. In partnership with UNISOAP UAE and Gumboot, the resort also collects discarded soap from guest rooms, which is repurposed into new bars of soap and distributed among vulnerable communities across the UAE. Since the initiative began in October 2023, more than 579.83 kg of soap has been recycled to date. Atlantis, The Palm and Aquaventure World have each achieved EarthCheck Gold Certification, while Atlantis The Royal earned EarthCheck Silver Certification just one year after the opening. EarthCheck is recognised as the world's leading scientific benchmarking, certification, and business advisory group focused on travel and tourism. It helps businesses, communities, and governments to evaluate their environmental footprint, improve sustainability and ultimately enhance business performance. As part of its commitment to marine conservation, Atlantis Dubai released three Honeycomb Stingrays and 20 Arabian Carpet sharks into the Arabian Gulf over the past 12 months, bringing the total number of releases to 58 sharks and 10 rays since 2019. About Atlantis Atlas Project: Atlantis Atlas Project is Atlantis Dubai's commitment to do business in ways that are good for both people and planet, by focusing on Responsible Operations, Conservation & Animal Welfare, Education & Awareness, and People & CultureAtlantis Atlas Project endeavours to be a leader in responsible tourism, ensuring that Atlantis Dubai stands above the rest, whilst providing guest experiences that are more extraordinary than ever. The destination provides immersive experiences and opportunities for guests to learn about the local environment both in and outside of the resort. From inspiring young explorers and families to learn about marine conservation through educational programmes to offering 100+ locally and responsibly sourced dishes across restaurants and cafes around the resort, guests are actively encouraged to participate in Atlantis Atlas Project. Atlantis Dubai is also dedicated to supporting the local community and contributes a portion of earnings from every marine animal experience and Green Events to projects which make measured impacts on conservation and sustainability Atlantis, The Palm and Aquaventure World carry EarthCheck Gold certified status with Atlantis The Royal gaining EarthCheck Silver just one year after opening, recognising its contributions to social and environmental sustainability. Atlantis Dubai is also accredited by the Association of Zoos and Aquariums, the internationally-recognised gold standard for animal welfare and care. About Atlantis, The Palm: 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 Aquaventure World, all within a 46-hectare site. It is home to the biggest waterpark 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 World 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 38 world-renowned restaurants including the 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. About Atlantis The Royal: The new iconic landmark of Dubai, Atlantis The Royal welcomes guests to an experience that will completely redefine their perspective of luxury. Crafted by the world's leading designers, architects and artists, this is a destination where everything has been designed to challenge the boundaries of imagination. Atlantis The Royal ignites the horizon with a collection of 760 elegant Rooms, Suites and Signature Penthouses. Featuring stunning views of the Dubai skyline and Arabian Sea, 44 of them have private infinity pools. The resort delivers a curated array of awe-inspiring experiences, inviting guests to swim amongst the clouds in sky pools, be dazzled by fountains that breathe fire or dine at more celebrity chef restaurants than anywhere else in the world. Guests are taken on a journey of the impossible, with artful masterpieces, iconic entertainment and beautiful craftsmanship at every turn, where the highest level of service will set a new standard in excellence. About Aquaventure World: Aquaventure World is a fully-fledged aquatic theme park at Atlantis Dubai, featuring The World's Largest Waterpark, The Lost Chambers Aquarium, the Dubai Balloon, Dolphin Bay, Sea Lion Point, Aquaventure Beach, and watersports. Following an expansion in March 2021, the Middle East's number one waterpark is now even bigger, a third bigger to be exact. With the addition of the brand-new Trident Tower, Splashers Lagoon and Splashers Cove, Aquaventure is now home to over 28 additional rides and attractions, bringing the total number to over 105 slides, rides and attractions across the 22.5-hectare park. With several record-breaking slides and firsts in the region, thrill-seekers can enjoy Odyssey of Terror; the world's tallest waterslide with a Double TornadoWAVE®️, Shockwave; the longest family rafting water coaster in the world, Medusa's Lair; the first duelling PIPElineBLAST®️ Water Coaster slide in the region and Immortal Falls; the first Cliff jumping in the region. Guests can also enjoy 1km of private beach, motorised and non-motorised watersports and 26 marine experiences including Dolphin Bay, Sea Lion Point and the Shark Lagoon. Aquaventure World also comprises one of the largest open-air marine habitats in the world, 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. Voted the number one waterpark by TripAdvisor, it is a leader in aquatic theme parks.
Al Bawaba
18-06-2025
- Business
- Al Bawaba
On the Fourth Anniversary of Atlantis Atlas Project, Atlantis Dubai Celebrates Successful Elimination of Single-use Plastic Water Bottles Across the Destination
In celebration of the fourth anniversary of the Atlantis Atlas Project, Atlantis Dubai proudly announces the complete elimination of single-use plastic water bottles across the entire destination - a major achievement in its ongoing sustainability journey. Launched in 2021, the Atlantis Atlas Project is the resort's long-term commitment to operating responsibly and creating a lasting positive impact for both people and the planet. The initiative is structured around four key pillars - Responsible Operations, Conservation & Animal Welfare, Education & Awareness, and People & Culture - and continues to drive meaningful, measurable progress across part of this commitment, Atlantis Dubai's latest milestone has resulted in the annual elimination of approximately 3.7 million single-use plastic water bottles. This has been made possible through the installation of 18 filtered, chilled water dispensers across pool and beach areas and Aquaventure World, providing drinking water to both guests and colleagues. Additionally, the resort's on-site water bottling plant, launched in 2022, currently produces almost 5,000L of filtered water daily. Filled in glass, reusable bottles, the plant services rooms, suites, selected restaurants, event spaces and banquet operations with filtered drinking water, further reinforcing the resort's ongoing efforts to reduce single-use plastic waste at elimination of single-use plastic water bottles is just one of many actions driven by the Atlantis Atlas Project. Another such example is Atlantis Dubai's partnership with UAE-based Seafood Souq - the region's first platform dedicated to transparency in seafood supply chain, enabling end-to-end tracking from sea to serving. As of December 2024, 100% of all contracted seafood, including feed for over 65,000 marine animals, is now fully traced through Seafood Souq's Trace technology, providing Chefs with greater visibility enabling more responsible sourcing Timmins, Executive Director of Sustainability and Marine Animal Operations, Atlantis Dubai, commented: 'Over the past 4 years, sustainability has become an integral part of every facet of our operations. From procurement to guest experience, we are integrating responsible practices that drive meaningful impact across our entire business through the Atlantis Atlas Project.'The Atlantis Atlas Project continues to drive forward sustainability at Atlantis Dubai with notable milestones achieved, including:Solar panels installed in December 2022 have resulted in the avoidance of 1,748 tonnes of CO₂-equivalent emissions to date —the same carbon sequestration capacity of approximately 35,942 June 2022, Winnow food waste technology has been activated across three buffet restaurants and one colleague restaurant at Atlantis Dubai, leading to an average 53.8% reduction in edible food waste compared to pre-implementation Dubai partnered with Goumbook's 'Save The Butts' campaign through the installation of two permanent cigarette butt collection stations. To date, over 4.6 million cigarette butts have been recycled into innovative building partnership with UNISOAP UAE and Gumboot, the resort also collects discarded soap from guest rooms, which is repurposed into new bars of soap and distributed among vulnerable communities across the UAE. Since the initiative began in October 2023, more than 579.83 kg of soap has been recycled to The Palm and Aquaventure World have each achieved EarthCheck Gold Certification, while Atlantis The Royal earned EarthCheck Silver Certification just one year after the opening. EarthCheck is recognised as the world's leading scientific benchmarking, certification, and business advisory group focused on travel and tourism. It helps businesses, communities, and governments to evaluate their environmental footprint, improve sustainability and ultimately enhance business part of its commitment to marine conservation, Atlantis Dubai released three Honeycomb Stingrays and 20 Arabian Carpet sharks into the Arabian Gulf over the past 12 months, bringing the total number of releases to 58 sharks and 10 rays since 2019. To learn more about Atlantis Dubai's commitment to doing business in ways that are good for both people and the planet, please visit
Web Release
10-06-2025
- Entertainment
- Web Release
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.
The National
05-06-2025
- Business
- The National
Clean start: UAE hotel soaps recycled in drive to cut waste and boost hygiene
Each year, hotels across the UAE throw away an estimated 16 million bars of soap – many after just a single use. Now, a growing number of hotels are signing up to a grassroots recycling programme that is tackling the waste head-on, transforming used soap into new bars for communities in need. Launched in 2023, the Unisoap UAE initiative – powered by sustainability platform Goumbook and modelled on a French non-profit – is offering a rare win-win: cutting hospitality waste while boosting hygiene access for vulnerable groups. 'It's a practical solution that serves both people and planet,' says Goumbook founder Tatiana Antonelli Abella. 'And it's gaining momentum.' So far, Goumbook has distributed 10,000 recycled soaps under the initiative. Leading hotel brands supporting the campaign include Atlantis Dubai - which operates Atlantis, The Palm and Atlantis The Royal - Saadiyat Rotana and Conrad Abu Dhabi Etihad Towers. "We are proud to partner with Goumbook and Unisoap UAE to help transform soap that would otherwise be destined for the landfill into new soap bars for disadvantaged communities,' said Kelly Timmins, director of marine animal operations and sustainability at Atlantis Dubai, in a testimony shared on Goumbook's website. From luxury waste to vital resource Globally, 2.3 billion people still lack basic handwashing facilities at home, according to the World Health Organisation. Yet, in hotel suites across the world, soaps are routinely tossed out after a single use. 'We realised that soap is not just waste, it's a resource made from water and natural materials and it's vital for hygiene,' Ms Abella told The National. After early experiments with local start-ups, Goumbook formed a strategic partnership with Unisoap in France, leveraging its technical expertise to launch the UAE arm of the project. Today, the initiative works with 15 hotels, including major names such as Atlantis The Palm, Atlantis The Royal, Shangri-La Dubai, Rotana Saadiyat and Centara Mirage, with more coming on board. How soap is recycled Housekeeping staff are trained to separate used soaps into branded Unisoap boxes. These are collected monthly by recycling partners, then delivered to a soap lab where each bar undergoes a meticulous cleaning process: the outer layer is grated off by hand, soaps are thoroughly washed and then remanufactured – without mixing brands, colours or scents. 'The result is a high-quality bar that looks and smells just like new,' said Ms Abella. 'And crucially, there's no plastic or packaging involved.' Zero waste, big impact In keeping with World Environment Day's 2025 theme – cutting single-use plastic – Unisoap UAE goes beyond soap. Used hotel bed linens and towels are repurposed into washbags or reusable sponges to accompany the soaps in hygiene kits, distributed unpackaged to eliminate waste. The initiative reflects the UAE's increasing alignment with circular economy principles and environmental goals. 'We've designed this project to work hand in hand with national sustainability targets,' said Ms Abella. 'It's a practical solution that creates both environmental and social value.' So far, more than three tonnes of soap have been recycled through the initiative, benefiting low-income communities during Ramadan, as well as organisations such as the Al Ihsan Foundation in Sharjah, the Dubai Foundation for Women and Children, the Giving Family, Amal Community and Happy Happy. Empowering women and educating communities The social impact is just as important as the environmental one. Unisoap UAE targets women and children as key recipients, and engages women in every level of the process – from hotel housekeeping staff to charity partners and end users. 'We often forget that not everyone has access to something as basic as soap,' said Ms Abella. 'Through this initiative, we also raise awareness about hygiene – how and why it matters.' The project operates through a combination of hotel contributions and corporate sponsorships. Sponsors can fund the production and distribution of soaps to specific communities while Goumbook covers early-stage costs to prove concepts and scale up. There are also plans ready to expand the model to Saudi Arabia and Qatar, where interest is growing. Call to action: Join the circular economy To mark the Year of Community, Goumbook is organising clean-ups and community events across the UAE and is inviting residents to volunteer, donate or share ideas for future projects. Soap is just one piece of the puzzle, said Ms Abella. 'If we can change how we view waste – whether it's a bar of soap or a discarded towel – we can make a real difference. And we'd love more people to join us.'
