Abu Dhabi launches global promotion
A worldwide, multi-media advertising campaign has been announced by Abu Dhabi to highlight the destination’s ‘extraordinary stories’.
The campaign comprises a two-series commercial across TV networks, digital channels and in-flight entertainment systems and will be rolled out internationally from November 1.
It will primarily focus on Abu Dhabi’s core markets of the UAE, the wider Middle East, India, China, the UK, Germany and the US.
TCA Abu Dhabi director general Saif Saeed Ghobash, said the campaign will coincide with individual countries’ 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 said.
The campaign is part of the Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi)’s objectives of delivering an original and attractive tourism and cultural destination.
TCA Abu Dhabi chairman Mohamed Khalifa Al Mubarak said: "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."
Also in production are five promotional videos, which highlight Abu Dhabi’s tourism, culture, MICE, events and cruise experiences, which will be available to Abu Dhabi’s tourism stakeholders to be used in exhibitions, roadshows, and events.
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 deserts and coastline of Al Gharbia, in the western region.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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