By Staff writer
Ad campaign will focus primarily on Abu Dhabi’s core markets of the UAE, India, China, the UK, Germany, US and the GCC
Abu Dhabi Tourism and Culture Authority has launched a new worldwide promotional campaign aimed to encourage travellers to experience the emirate’s "extraordinary stories".
The campaign highlights Abu Dhabi as the "inspiring destination for those wanting to experience cultural authenticity and diverse natural assets", the authority said in a statement.
Following an eight-month development process, the campaign comprises a 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.
The campaign will be rolled out internationally from Tuesday and will primarily focus on Abu Dhabi’s core markets of the UAE, India, China, the UK, Germany, US and the GCC, the statement added.
Mohamed Khalifa Al Mubarak, TCA Abu Dhabi chairman, said: "It tells the extraordinary story of Abu Dhabi, from its ancient past to its modern wonders, guiding audiences through breath-taking natural environments and exhilarating experiences."
"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," he added.
The campaign 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.
In addition to the TV commercials and promotional videos, the roll-out of a new range of supporting destination collateral and a new image library of inspiring photography will follow.
TCA Abu Dhabi director-general, Saif Saeed Ghobash, said: "We will also target the US’s high potential Meetings, Incentives, Conferences and Exhibitions market – the US being where many international associations are headquartered and from where bids for annual conventions emanate."