Abu Dhabi promotional campaign targets UK

Abu Dhabi promotional campaign targets UK

The UK is among countries being targeted as part of a worldwide promotional campaign designed to encourage travel to Abu Dhabi.

A television advert aimed at encouraging travellers to experience the Gulf state’s ‘extraordinary stories’ will also be broadcast digital channels and in-flight entertainment systems.

Five promotional videos are also in production to highlight Abu Dhabi’s tourism, culture, MICE, events and cruise experiences. These will be available to Abu Dhabi’s tourism businesses to be used in exhibitions, roadshows and events.

The TV commercial and videos capture “authentic moments, landscapes and emotions” shot across 40 locations throughout the emirate – host destination for last month’s Abta Travel Convention.

They include UAE capital cityscapes and landmarks, nature reserves and island resorts, forts and palaces in Al Ain, as well as the deserts and coastline of the western region of Al Gharbia.

The campaign is being introduced internationally from today (November 1) and will primarily focus on Abu Dhabi’s core markets of the UAE, India, China, the UK, Germany, the USA and other Gulf states.

Abu Dhabi Tourism & Culture Authority director general, Saif Saeed Ghobash, said the activity was being aligned to prioritise source market channels according to their travel booking preferences and periods.

“This means it 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,” he said. “Other markets will be addressed in a like-minded booking preference approach.”

The tourism organisation’s chairman Mohamed Khalifa Al Mubarak said: “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.

“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.”

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