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Experience Abu Dhabi’s ‘One Summer Isn’t Enough’ campaign returns


Abu Dhabi’s ‘One Summer Isn’t Enough’ campaign is back, aiming to showcase the emirate as a top summer destination.

This year, Experience Abu Dhabi introduces the ‘101 Abu Dhabi Do’s’ guide, curated by visitors themselves.

From famous landmarks to hidden gems, these experiences offer a diverse range of activities to explore the city’s essence. Presented on a custom map, the Abu Dhabi Do’s bring every corner of the city to life with vibrant visuals.

The map and a host of immersive experiences take centre stage across several mixed- media content pieces, produced by Dejavu and animated by ByFiction, that head this comprehensive 360 campaign.

In Abu Dhabi, three celebrities – Ranveer Singh, Liu Yifei, and Dawood Hussein – are back in town, ready to explore the city’s offerings. With personalised maps, they embark on a journey to uncover new and unique experiences, even in familiar surroundings, catering to the tastes of the Indian, Chinese, and Arab Gulf markets.

As for the global market films, real first-time experiences take centre stage. Following first-time visitors from across the world, these vlog-style content pieces document the fun authentic adventures of new visitors in Abu Dhabi.

Real connections, real opinions, and a whole lot of real banter later, these quirky accounts show us that Abu Dhabi has more than 101 reasons to keep coming back for.

Rawida Saade, Client Servicing Director at Serviceplan Middle East, adds: “We are thrilled to invite travellers back to Abu Dhabi with our ‘One Summer Isn’t Enough’ campaign. Our dedication to providing unparalleled experiences is embodied in the 101 Abu Dhabi Do’s, ensuringevery visit is as unique and memorable as our diverse destination.”

Akhilesh Bagri, Serviceplan Middle East, said: “Abu Dhabi is not just a location; it’s a canvas of cultural richness and adventure. This summer, we’re not just telling a story; we’re offering a collection of narratives through the 101 Abu Dhabi Do’s that resonate with the soul of the city, designed to inspire visitors to explore every facet of our vibrant emirate.”

Manasvi Gosalia, Executive Producer at Dejavu, said: “Our production team has outdone itself this year, capturing the essence of Abu Dhabi’s allure. Through innovative mixed-media content and engaging stories, we’re showcasing the emirate in an unprecedented way. This campaign is set to bring the wonders of Abu Dhabi into the limelight, proving that every visit can offer something new and exciting.”

The Department of Culture and Tourism Abu Dhabi:
H.E. Nouf Mohamed Al-Boushelaibi – Executive Director of Strategic Marketing & Communications at The Department of Culture and Tourism Abu Dhabi
Ghadeer Khub – Creative & Production Department Director at The Department of Culture and Tourism Abu Dhabi
Emma Campbell – Sector Marketing Director and Acting Director of Strategic Communications at The Department of Culture and Tourism Abu Dhabi
Edoardo Albani – International Destination Marketing Unit Head at The Department of Culture and Tourism Abu Dhabi
Nada Assaf – Campaigns Section Head at The Department of Culture and Tourism Abu Dhabi
Mohamed ElShorafa – Campaigns Unit Head at The Department at The Department of Culture and Tourism Abu Dhabi
Tariq Naseer – Campaigns Manager at The Department of Culture and Tourism Abu Dhabi

Serviceplan Middle East:
Natalie Shardan – Managing Partner
Akhilesh Bagri – Chief Creative Officer
Rawida Saade – Client Servicing Director Yehia El Joueidi – Account Director
Mohamad Saboury – Senior Account Executive Karim Mroueh – Head of Digital & Innovation Andre Couto – Creative director
Daniel Zacatenco – Associate Creative Director Kunal Dilip Gagwani – Senior Art Director
Zein Sadedin – Sr. English Copywriter
Nehal Salah – Arabic Copyqritter
Geetika Sood – Senior Producer
Saquib Wakankar – Junior Production Manager

Deja Vu:
Global films:
Production House – Dejavu
Executive Producer – Manasvi Gosalia Head of Production – Kavya Iyer Producer – Maarouf Bikdache
Director – Toby Morris
DOP – Aaron Mclisky
Photographer – Naim Chidiac
Head of Post Production – Rafic Sawaya