After capturing the hearts of travelers last year, Abu Dhabi is once again proving that one summer is not enough to experience all it has to offer. The “One Summer Isn’t Enough” campaign by the Department of Culture and Tourism Abu Dhabi returns with even more exciting experiences to fill every traveler’s itinerary.
The highlight of this year’s campaign is the introduction of the “101 Abu Dhabi Do’s,” a curated guide featuring must-try experiences around the emirate. This guide is designed to unlock the heart of Abu Dhabi, from its iconic hotspots to its hidden gems, ensuring that visitors have a never-ending list of activities to explore and enjoy. These experiences are showcased on a custom-made map of the emirate, bringing the city to life with unique visual flair and activating every corner of Abu Dhabi.
The campaign features a series of mixed-media content pieces produced by Dejavu and animated by ByFiction, forming a comprehensive 360-degree campaign. In a bid to appeal to the Indian, Chinese, and Arab Gulf markets, the campaign brings back superstar celebrities such as Ranveer Singh, Liu Yifei, and Dawood Hussein. Armed with their own maps, these celebrities explore deeper experiences, showcasing aspects of Abu Dhabi even the most seasoned visitors might not have encountered.
For the global market, the campaign takes a more personal approach by featuring real first-time experiences of visitors from around the world. These vlog-style content pieces document the authentic adventures and genuine reactions of new visitors, providing a glimpse into the many reasons why Abu Dhabi is worth returning to. The engaging, quirky accounts highlight the real connections and opinions of these travelers, emphasizing the city’s diverse and vibrant offerings.
Abu Dhabi’s “One Summer Isn’t Enough” campaign is more than just a promotional effort; it’s an invitation to immerse oneself in the city’s rich culture and endless activities. From its stunning architectural marvels to its serene desert landscapes and bustling markets, Abu Dhabi offers a blend of experiences that cater to all types of travelers.
The campaign launched in May 2024 and was created by the ad agency Serviceplan Middle East. It encompasses various media assets related to recreation, leisure, travel, and tourism, ensuring that the message reaches a wide audience. By showcasing the emirate’s diverse attractions and activities, the campaign reinforces Abu Dhabi’s position as a premier summer destination.
In conclusion, the “One Summer Isn’t Enough” campaign by the Department of Culture and Tourism Abu Dhabi successfully highlights the city’s myriad experiences. By combining celebrity endorsements, authentic visitor experiences, and a comprehensive guide to the best of Abu Dhabi, the campaign promises that one visit is simply not enough to discover all the wonders of this vibrant city. Whether you are a first-time visitor or a returning traveler, Abu Dhabi has more than 101 reasons to keep you coming back for more.
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