Abu Dhabi rolls out second phase of global ad campaign

The second phase of Abu Dhabi Tourism Authority’s global advertising campaign is being rolled out across key and emerging markets.

Aiming to attract two million hotel guests to the emirate this year – rising to 2.3 million in 2012 – the second phase follows the original launch in October last year and demonstrates Abu Dhabi’s “rich tapestry of cultural offerings, its natural and geographic assets, as well as its ever-expanding leisure attractions portfolio”.

Airing until December, the campaign will run in Europe, Asia, Australia and North America, with emphasis on specific countries within those markets. “This TV, print, radio and online campaign will put Abu Dhabi in front of high-end potential visitors and demonstrate the emirate’s credentials as a luxury destination with market-leading product offerings,” said Claire Micheletti, marketing division director, ADTA.

The campaign moves beyond the awareness building of the launch phase, which was created by Ogilvy Cape Town, with a call-to-action posing the question: ‘So You Think You’ve Done It All?’

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