Abu Dhabi in all its au­then­tic­ity

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

TravTalk - Middle East - - NTO - TT Bu­reau

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.”

HE Saif Saeed Ghobash Un­der­sec­re­tary, DCT Abu Dhabi

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