Abu Dhabi Tourism Authority has launched a global advertising campaign as it seeks to strengthen awareness of Abu Dhabi as a tourist destination.
Targeting core markets, the campaign – called ‘Much more than you could ever imagine’ – has been created by Ogilvy Cape Town, with the first phase (above) including TV, print, digital and outdoor executions. The first phase has already been released, with phase two to break in the coming weeks and run until the end of 2011.
Claire Micheletti, marketing division director at Abu Dhabi Tourism Authority (ADTA), said: “Our aim is to create a widely held positive impression of Abu Dhabi so that people around the world have a clear idea of what Abu Dhabi stands for and, when they think of Abu Dhabi, strong associations spring to mind. Essentially, we want our audience to ‘feel’ Abu Dhabi as much as they come to ‘know’ Abu Dhabi.”
Micheletti said that ADTA had identified two segments relevant to Abu Dhabi’s target market and has produced two communication pieces: one speaking to ‘cultural seekers’ and the other to ‘materialists’. Both pieces are crafted within the framework of the Brand of Abu Dhabi.
ADTA works with a number of agencies and last year it held a pitch after its contract with M&C Saatchi, which helped establish the emirate’s identity, ended. TBWA\Raad won the year-long contract, which has not been renewed.