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AD body to build destination identity
By A Staff Reporter September 03, 2018
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ABU DHABI: The Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi) has significantly upped the ante on global marketing with the introduction of a major new international promotional  campaign. This latest activity will build upon a destination identity that has already attracted record numbers of guests to the emirate for two successive years, and will be supported by increased worldwide media investment across all channels.

The aim of the new work is to continue raising awareness and interest in Abu Dhabi, and to enhance its reputation as a unique leisure, business, and cultural destination by strengthening the message of inspiring experiences and ‘extraordinary stories’.

At the heart of this evolved campaign will be a collection of new brand films showcasing real 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, reflect faithfully on Abu Dhabi, and 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 variety of experience, and underline a sense of ‘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 where to find fun and thrills.

Through the eyes of these characters we see in great detail, and great honesty, the amazing activities and stories that Abu Dhabi can offer. Two further films will follow later in 2018, featuring different individuals. In support of this new content will be  a revised and upweighted media strategy that selectively targets which content is seen on a country by country basis.

Commenting on the announcement, Saif Saeed Ghobash, Undersecretary of DCT Abu Dhabi, said, “This is a significant initiative in our commitment to presenting Abu Dhabi as a world-class destination.

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