Abu Dhabi’s culture is the combination of international influences and a strong commitment to local heritage
The campaign highlights Abu Dhabi as the inspiring destination for those wanting to experience cultural authenticity and diverse natural assets aligned to the Abu Dhabi Plan’s objectives of delivering an original and attractive tourism and cultural destination.
Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) has launched a new worldwide promotional campaign aimed at encouraging travellers to experience Abu Dhabi’s ‘extraordinary stories’. TCA Abu Dhabi conserves and promotes the emirate’s heritage, culture and traditions, and is developing a leading cultural landscape to support its evolution into a world-class, sustainable destination of distinction.
“It tells the extraordinary story of Abu Dhabi, from its ancient past to its modern wonders, guiding audiences through breathtaking natural environments and exhilarating experiences,” explained His Excellency Mohamed Khalifa Al Mubarak, Chairman, TCA Abu Dhabi. “Every filmed moment, every photograph and word evoke the poetic beauty and authenticity of the emirate, which invites travellers to become a part of its story. Audiences will also discover a dynamic, family leisure entertainment destination and one which also holds out ambitious business opportunities. The campaign will unearth these stories and bring them to life for our potential visitors, inspiring them to journey here.”
Following an eight-month development process, the campaign comprises of a two-series television commercial dedicated to GCC and international markets which is broadcasted and run across TV networks, digital channels and in-flight entertainment systems.
The commercials and videos capture a range of authentic moments, landscapes and emotions shot across 40 locations throughout the emirate. These include UAE capital cityscapes and landmarks, nature reserves and island resorts, forts and palaces in Al Ain, as well as the awe-inspiring deserts and coastline of the Al Gharbia Western Region.
The campaign, rolled out internationally, primarily focuses on Abu Dhabi’s core markets of the UAE, India, China, the UK, Germany, the US and the GCC. Other markets will be activated through intense PR activities run via TCA Abu Dhabi’s overseas offices.
Targeting the core markets
The campaign, according to TCA Abu Dhabi Director General, His Excellency Saif Saeed Ghobash, has been aligned to a go-to-market strategy of prioritising source market channels according to their travel booking preferences and periods.
“This means it will run heavily in the UK and Germany straight after New Year when travellers’ minds turn to sunshine breaks and in China, specifically to catch Chinese New Year and the Golden Weeks. Other markets will be addressed in a like-minded booking preference approach. We will also target the US’s high potential MICE market – the US being where many international associations are headquartered and from where bids for annual conventions emanate,” he added.
In addition to the TV commercials and promotional videos, the roll-out of a new range of supporting destination collateral and a new image library of inspiring photography will follow.
