Dagenham bites back after Hilton Hotels mocks area in Tube adverts

PUBLISHED: 16:00 07 June 2018

No Dubai please, we're Dagenham. Picture: Be First

No Dubai please, we're Dagenham. Picture: Be First

Be First

Barking and Dagenham Council’s regeneration arm has returned fire at Hilton Hotels for mocking the area in adverts placed on Tube trains.

The luxury hotel chain ran adverts that read: “Next Stop Dagenham East,” with Dagenham East crossed out and “Dubai” scawled across a picture of the Gulf city’s skyline.

In response, the council’s regeneration firm, Be First, released an advertisement of its own showcasing the ‘Hollywood-style’ film studio being built in Dagenham.

The riposte, a parody of Hilton’s original ads, replaced “Dagenham East” with the multimillion-pound studio, dubbed “Dagwood”.

“It will soon be a destination for movie moguls, film stars, and hotels (perhaps, even a Hilton),” it read.

Pat Hayes, Be First’s managing director, said: “We saw this as a great opportunity to come back with a bit of humour with our cheeky advert, which shows why Dagenham is fast becoming a dynamic part of London.”

“Dagenham used to be famous for footballers, factories and Fords,” he added. “Now the area will be famous for films.”

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