Discover Dubai in 3D this September

The Government of Dubai, Department of Tourism and Commerce Marketing (DTCM) is taking part in an innovative 3-dimensional advertising campaign in London’s St Pancras Station between 15-28 September with some 36 hours of footage of Dubai shown across screens prominently displayed in the station concourse.

Ian Scott, director UK and Ireland for DTCM, said that: “As a destination celebrated for its pioneering spirit and for being at the forefront of development, Dubai Tourism is excited to be involved in one of the first 3D advertising campaigns of its kind. We hope that the outstanding visuals inspire those who see them to visit Dubai and experience all that it has to offer first-hand.”

The campaign coincides with the unveiling of the new Philips 3DTV which uses a “lenticular” lens – similar to the grooved plastic pictures that move when flexed – to ‘trick’ the brain into seeing images floating in front of the screen. It will be up to five years before this innovative technique becomes commonplace, and this campaign represents an exciting first-look at the technology that is set to shape our future viewing.

Charles Firebrace, the Head of Business Development at Balfour International Group says: “After many years in development, 3D screen technology is surpassing all expectations in terms of the impact to the advertiser and general consumer.

"As an organisation our goals in the first two years were for 3D to enter four key markets: the UK, the UAE, India and Germany. Working with Dubai Tourism simply highlights the importance of the UAE and the UK as part of our successful strategy moving in to 2010."