Abu Dhabi’s recently-launched global marketing campaign features a series of extraordinary stories from the emirate. The purpose is to build upon a destination identity that has already attracted record numbers of guests to the emirate for two successive years.
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has launched a new international promotional campaign with an aim to continue raising awareness and interest in the emirate, and to grow its reputation as a unique leisure, business and cultural destination.
At the heart of this evolved campaign will be a collection of new films showcasing people living in the emirate who, through their own unique lifestyle, embody its personality and depth of offer. These individuals are intentionally honest and authentic, to reflect faithfully on Abu Dhabi, and to represent surprising but fascinating aspects of the destination. The characters are selected to make a connection with certain visitor profiles and encourage travellers to come to Abu Dhabi to create stories of their own. To make the point on a variety of experience and underline a sense of the real world, the first two of these films will feature Fatema Al Hameli, a self-styled ‘Camel Whisperer’ and the first Emirati female to enter her animals into the country’s camel auctions and beauty pageants, and Theo Kekati, a cart-racing teenage ‘Rocket Boy’ well-versed in places to find fun and thrills. Two further films will follow later in 2018, featuring different individuals.
Commenting on the announcement, HE Saif Saeed Ghobash, Undersecretary, DCT Abu Dhabi, said, “The introduction of new video content will undoubtedly enhance and add scale to an already successful campaign and reinforce its potency on a global scale. Our aim is to evolve our messaging to give greater depth to the offer and resonate more emotionally and effectively with our target audiences.”
Steve Copestake, Acting Executive Director—Marketing and Communications, DCT Abu Dhabi, added, “We are proud to be able to tell the world what an inspiring place Abu Dhabi is. There is so much to discover and experience in the emirate, but we know that visitors more than ever before are wary of hyperbole and want to shape their own interaction with a destination. Through these characters and voices, our aim is to build a real and more immersive connection to inspire stories that will be shared.”