Abu Dhabi is a city rich in culture, heritage and tradition. Abu Dhabi Tourism and Culture Authority is launching a new campaign aimed at celebrating the extraordinary city and showcasing it as the world-class travel destination it has become. The campaign will highlight Abu Dhabi as a premier destination for travellers looking for an authentic culinary experience, as well as its natural diversity. By designing an extensive rebranding project and campaign, TCA Abu Dhabi hopes that through its 2030 vision, Abu Dhabi will be seen more clearly as a distinctive global destination.

His Excellency Mohamed Khalifa Al Mubarak, chairman, TCA Abu Dhabi, explained the campaign: “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. 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’s eight-month development process produced two commercials, broadcast across television networks, digital channels and in-flight entertainment systems. The campaign development also involves promotional videos that highlight Abu Dhabi tourism, MICE, culture, events and cruises, which can be used by stakeholders to reach wider audiences. The commercials and promotional videos showcase the U.A.E. capital cityscapes, historic landmarks and palaces, stunning nature reserves and the beautiful coastline of the Al Gharbia Western Region.

The campaign launched Nov. 1, and will focus on Abu Dhabi’s core markets of the U.A.E., India, China, the U.K., Germany, the United States and the GCC. Messaging and timing of the campaign will be customized depending on different market demands.

His Excellency Saif Saeed Ghobash, director general, TCA Abu Dhabi, explained, “This means it will run heavily in the U.K. 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.” He added, “We will also target the U.S.A.’s high potential Meetings, Incentives, Conferences and Exhibitions market.”

The U.A.E. capital city of Abu Dhabi has so much to offer, and the new campaign is expected to expand knowledge of its distinctive allure to a larger global audience, benefitting the capital city by bringing in tourism, and benefitting visitors with a cultural experience unlike any other.