Every start of the year means low season for Emirates Holidays. People conventionally book and plan their holidays through certain periods of the year. At other times, they would much rather stay home and see the world through movies. Emirates Holidays wanted to change the trend and get sales to pick up again.

Being a brand that is all about real experiences and the potential of what tomorrow would bring, we decided to make the movies work harder to sell Emirates Holidays packages while entertaining the masses at the same time.

A list of movies from the channels' programming grid was carefully selected depending on the location their plot took place - Locations that would match Emirates Holidays' offerings. These movies were reviewed and key plot moments were identified, all of them related to that particular location. Some of them good and some of them bad. These moments made the price of the city fluctuate up and down, depending if they would value or devalue the place. A banner was placed during the film with a starting price, as soon as there was a turning point the price changed and a call to action to book the ticket at that price at the call center was always present. The current price was available until the next turning point, where the banner announced once again the price variation.