New Global Destination campaign

Abu Dhabi Tourism and Culture Authority, TCA Abu Dhabi, has launched a new worldwide promotional campaign aimed to encourage travellers to experience Abu Dhabi's ‘extraordinary stories.' 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. 

Speaking on the occasion, Mohamed Khalifa Al Mubarak, TCA Abu Dhabi Chairman, said, "It tells the extraordinary story of Abu Dhabi, from its ancient past to its modern wonders, guiding audiences through breath-taking natural environments and exhilarating experiences." 

"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," he added. 

Following an eight-month development process, the campaign comprises a two-series television commercial dedicated to GCC and international markets which will be broadcast and run across TV networks, digital channels and in-flight entertainment systems. 

The campaign will be rolled out internationally from 1st November and will primarily focus on Abu Dhabi's core markets of the UAE, India, China, the UK, Germany, USA and the GCC. Other markets will be activated through intense PR activities run via TCA Abu Dhabi's overseas offices. 

The campaign, according to TCA Abu Dhabi Director-General, 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," he explained. 

"We will also target the USA's high potential Meetings, Incentives, Conferences and Exhibitions, MICE, market – the US being where many international associations are headquartered and from where bids for annual conventions emanate." 

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.

Source: WAM