Experience Abu Dhabi has launched a hero film campaign in an effort to draw tourists to the oasis.
The film cinematically captures the beauty that Al Ain has to offer, showcasing the destination as the perfect getaway.
The spot’s intention is to invite audiences to connect with ‘the essence’ of Al Ain. It does this by capturing the various experiences Al Ain offers. Viewers are taken on a journey from dune-bashing in the desert to interacting with wildlife at the Al Ain Zoo.
‘Alive in Al Ain’ hopes to immerse viewers into the destination’s culture, landscape and traditions. This is captured not just with visual aids, but through the sense of sound. The film features crisp sounds of birdsong, the pouring of a cup of ‘kahwa’, the gentle rustle of leaves and more.
Showcasing Al Ain’s character through diverse activities like mountain exploration, desert adventures, and serene walks in the Al Ain Oasis, the film invites travelers to experience the city’s blend of thrill, serenity, and heritage.
The campaign has been taken live across Experience Al Ain’s website and Visit Al Ain’s social media platforms.
Credits:
Client: Department of Culture & Tourism Abu Dhabi (DCT Abu Dhabi)
H.E. Nouf Mohamed Al-Boushelaibi – Executive Director of Strategic Marketing & Communications
Emma Campbell – Sector Marketing Department Director
Ghadeer Khub – Creative & Production Department Director
Nada Assaf – Campaigns Section Head
Erin Kelly – Sector Marketing Head, Culture
Layla Youssef, Consumer PR Consultant
Farres Kailany, Effectiveness & Optimization Officer
James Cheetham – International Destination Senior Marketing Specialist
Tariq Naseer – Campaign Management Unit Head
Luma Hamed – Marketing Manager
Agency credits
DEJAVU
Serviceplan
Memac Ogilvy
Ykone
Starcomm
