The Beach, as always, resurfaces on Dubai’s billboards as a place where coastal-town cafes meet high street shopping, also a go-to place for stunning seaside views with gourmet restaurants perfect for an evening with friends or family.

Following The Beach’s prior appearance in UAE’s OOH Scene, it is back promoting its air-conditioned venue, Pavilion at The Beach, where licensed dining meets luxurious sea-side views of 6 unmissable, must-try restaurants. The new awareness campaign captures the Pavilion at The Beach’s unmatched views, overlooking the glittering waters of the Arabian Gulf, alongside culinary delights perfect for a night out. The ad spaces note the campaign slogan “Wake up and smell the waves,” emphasizing the venue’s closeness to the water as well as honorably mentioning the 6 licensed restaurants, those being Akiba Dori, Buur, Claw BBQ, Eataly at The Beach, Hurricanes grill & bar and La Mezcaleria, that make it the perfect spot for casual dining. The billboards host a group of friends enjoying a beautiful sunny day by the beach, enjoying their delicious lunch and fresh beverages. The ads also note the phrase “Enjoy your lunch with a punch,” also translated to Arabic. The overall vibe of the campaign is extremely summery and fresh, parading the fun times the audience can enjoy at the Pavilion at the Beach, even in October.

The campaign hit Dubai’s digital screens in the second week of September.

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