Humans have always been storytellers. Whether through chats around a fire, paintings on a cave wall or contemporary social media, the instinct to share stories is ingrained in who we are. Storytelling is how we communicate and how we connect. And it’s an integral part of marketing, especially for something as creative as a cultural festival. With the Abu Dhabi Festival, the story has been shaped and refined for over two decades. So, how do we continue to evolve, while honouring its core values and innovating for a new and changing audience?
A strong story starts with a strong identity. Think of major festivals around the world: the Edinburgh Festival, celebrating creative freedom; The Salzburg
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