The emirate has launched a new global marketing campaign aimed at a global audience
ABU DHABI: 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.’
“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,” said His Excellency Mohamed Khalifa Al Mubarak, Chairman, TCA Abu Dhabi. “Every filmed moment, every photograph and word evokes the poetic beauty and authenticity of the emirate, which invites travellers to become a part of its story.”
The campaign has been rolled out internationally 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 has been aligned to a go-to-market strategy of prioritising source market channels according to their travel booking preferences and periods said Ghobash.
Following an eight-month development process, the campaign comprises 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. 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, road shows, 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 awe-inspiring deserts and coastline of the Al Gharbia Western Region.
Musafir Namah Bureau