Brand Paris comes to Dubai

Oh lor’. We can’t quite believe we’re going to do this... but we’re going to write about Paris Hilton.

Look, it’s a slow day in the world of media, alright? Just give us a break. We’re going to try and be as meta as possible about this.

Anyway, Hilton, heir to the Hilton hotel fortune (well, some of it), and best known for her sensitive and emotional performance in One Night In Paris, is bringing her latest reality TV foulness concept to Dubai, where she will continue her search for her “best friend forever”.

“Dubai is one of the most beautiful destinations in the world and after recently launching my brand there I decided to come back this summer to find a new best friend!” said Hilton in a press release.

“The series format has allowed me to travel to amazing destinations, experience different cultures and meet some really fascinating people that I would have never had the chance to meet. It's a fun and exciting adventure that I am thrilled to now bring to Dubai,” she added.

Other than the sheer drama and excitement of a slightly vapid young woman looking for someone with similar qualities (gosh, that’s going to be tough round here...), what’s interesting to us is how much effect “brand Paris” will have on Dubai’s fortunes.

The US market has always been a tough one to crack for the emirate, but the endorsement of la Hilton could be an interesting step in getting some wider acceptance for Dubai as an attractive destination for that crucial demographic of free-spending socialites.

What’s certain is that this announcement has generated a metric shitload of press coverage for ParDub, as we’re naming the tie-up between heiress and emirate, in true celeb mag stylee.

And of course, among it all are people scrabbling for exclusives, including ITP’s Ahlan, which claims first dibs on revealing that la Hilton will be staying at the Intercontinental Festival City during her time in Dubai. Perhaps the Hiltons were all booked.

The most amusing attempt at an exclusive, though, comes courtesy of Hollywood.TV, which is claiming all the credit for getting Paris to Dubai in the first place – as it demonstrates in this EXCLUSIVE interview with la Hilton... er, originally filmed in 2007. Well, two years – that’s not too bad, we guess.

Here Paris describes her deep knowledge of Dubai and its attractions, including, of course, its great casinos. Charming.