Putting a country on the map as a new innovation leader 


To attract higher net-worth tourists, we created a new global brand positioning and digital strategy for this emerging, cultural metropolis in the heart of the desert. 


Services provided 

  • Digital and social media strategy
  • Creative direction
  • Casting
  • Content curation and production
  • Writing / copywriting
  • Media distribution

Date of partnership 

December 2017 — Ongoing



6.8M impressions in record-breaking Instagram story launch
337K engagements per @BeautifulDestinations post
3.67M impressions per @BeautifulDestinations post


The capital and second most populous city in the United Arab Emirates, Abu Dhabi is a large and rapidly evolving hub. Rich in Gulf culture, museums, exhibitions, tours and entertainment, this region boasts some of the world’s finest art, food, and attractions. 

In addition, Abu Dhabi is often overlooked for Dubai, its more well-known and higher spending cousin. While Abu Dhabi receives a mass of visitors from UAE and India, the city wanted to attract higher income American, British and Chinese travelers.  

To stand out in the region and acquire these luxury-minded tourists, Abu Dhabi needed a unique positioning and innovative marketing approach. 


While Abu Dhabi is steeped in heritage and tradition, it’s not as traditional a city as one might think. To target diverse markets, we opted for a more engaging, digital strategy rather than a traditional media approach, which would have been expensive and difficult to measure.

By sparking conversations across social about culture, arts and entertainment with premium social-first content, we increased visibility to the lush life awaiting in Abu Dhabi. 


For the Chinese market, research showed that millennial travelers were the most open to traveling to the Middle East. Based on this information, a strategy to emphasize adventure, theme parks, and attractions was created utilizing Chinese social network Weibo, as well as local Chinese PR teams.

The campaign for the UK and American markets launched with an interactive Instagram story on @BeautifulDestinations, asking viewers to choose which elements of Abu Dhabi they wanted to see, and a changing storyline based on their feedback. 

Heavily focused on cultural experiences, it showcased strategic partners Ferrari World and Sir Bani Yas Nature Reserve alongside cinematic footage of the Al Ain Zoo and Rub Al Khali Desert.