UAE unveils ‘Invest in the Emirates’ campaign, fronted by Idris Elba

The UAE government has unveiled its ‘Invest in the Emirates’ campaign, fronted by Hollywood actor Idris Elba.

The new initiative is aimed at attracting leading innovators, entrepreneurs, and talents from around the world.

The campaign, Invest in the Emirates, invites global business leaders to explore the UAE’s dynamic and rapidly evolving business landscape, showcasing it as a premier destination for groundbreaking ventures.

A global campaign

The promotional drive spans major global cities, including Cannes, Munich, Paris, London, Zurich, Geneva, and New York, and features British actor Idris Elba as its central figure.

Elba, known for his roles in Hollywood movies such as Marvel’s Thor, Fast & Furious: Hobbs and Shaw to name a few, and a UN Goodwill Ambassador, delivers a compelling message to innovators, urging them to bring their visionary ideas to the UAE, where they can flourish and access global markets.

At the heart of the campaign is the platform www.invest.ae, which provides a comprehensive resource hub for potential investors.

It highlights the UAE’s strengths, such as its tax-free business environment, extensive global trade connections, and strong government backing for innovation and entrepreneurship.

In the video, which was shared by Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE, and Ruler of Dubai, on his social media account on X, Elba speaks passionately about the nation, describing the UAE as a place where “you can bring your impossible” and where the future can be invented and realised.

BRING YOUR IMPOSSIBLE TO THE EMIRATES 🇦🇪 pic.twitter.com/XWmJadtyTm

— HH Sheikh Mohammed (@HHShkMohd) September 16, 2024

Elba is seen narrating over a cinematic sequence where he navigates a world defying the laws of physics, ultimately free-falling onto a building in Dubai with the Burj Khalifa, the city’s iconic landmark, looming in the background. 

The message is clear: Dubai is not just a city where dreams are pursued, but a place where they are surpassed.

The Invest in the Emirates campaign reinforces the UAE’s commitment to creating an environment ripe for innovation, pushing the boundaries of what is possible, and establishing itself as a global hub for ambitious entrepreneurs seeking international success.

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