Building on a multi-year relationship, the Abu Dhabi Department of Culture and Tourism and Expedia Group Media Solutions, the global advertising organisation of Expedia Group, collaborated on a new destination campaign to drive awareness of Abu Dhabi in new territories and encourage tourism to the destination among a wider audience.
Part of a two-year marketing strategy designed to show travellers the extraordinary experiences Abu Dhabi offers, “The Next Turn: Abu Dhabi” campaign includes an episode on “The Next Turn” platform, a new Media Solutions video series that allows potential travellers to explore the heart of a destination through the journeys of real travellers and book the experiences and accommodations they are seeing on the same page. The integrated campaign connects inspiration, planning, and booking to offer a shoppable travel experience.
Targeting travellers in the U.S. and U.K., the “City of Surprises” video episode follows travel influencer Ellie, @thegingerwanderlust, and her partner as they explore Abu Dhabi’s unique culture, beautiful landscapes, and thrilling attractions. Potential travellers can also explore inspirational content highlighting the best places to see and things to do in Abu Dhabi, as well as book hotels, flights, packages, and activities directly within the Expedia microsite.
The campaign was developed by Media Solutions’ in-house creative agency and is supported by social media, display ads, and programmatic video, and additional destination content hosted on Hotels.com.
