A major new advertising and branded content tourism campaign – Destination Abu Dhabi – has launched on CNN to bring the Emirate to life through authentic stories and stunning footage captured using the latest production techniques.
The team behind the TV and digital campaign is CNN International Commercial’s branded content studio Create, which produced the content on behalf of the Abu Dhabi Tourism & Culture Authority, Etihad Airways and Yas Island. The campaign is now running as three advertising films on the CNN International and CNN US TV networks and as a branded content hub on CNN Digital with the aim of presenting Abu Dhabi and Yas Island as premier destinations for business, leisure, activity and culture.
The stories in the Destination Abu Dhabi TV commercials feature three separate visitor groups who all have connections with Abu Dhabi: a family visiting Abu Dhabi with their son who loves the hugely popular martial art Jiu-Jitsu; jewellery designer Stephen Einhorn who regularly travels to Abu Dhabi for business and to find inspiration for his designs; and successful couple Barbaranne and Thom Sandham who return in style to the Emirate, where they were married two years before. Create decided not to cast actors in commercials, but real people with authentic stories to tell.
The TV material, adapted for digital, also lives on a Destination Abu Dhabi branded content hub, sponsored by Abu Dhabi Tourism & Culture Authority, Etihad Airways and Yas Island, alongside a wealth of bespoke material produced by Create. This includes ground-breaking 360 degree videos filmed using the latest virtual reality technology and stunning aerial footage of Abu Dhabi shot using drones. 360-degree video experiences mean that visitors to the hub can virtually step inside the Sheikh Zayed Grand Mosque and sit at the front of the Formula Rossa, the world’s fastest rollercoaster, during a visit to Ferrari World Abu Dhabi on Yas Island.
The campaign has a massive reach amongst CNN’s global audience as the content airs on CNN’s TV networks available in over 425 million homes and hotel rooms worldwide, whilst the branded content hub is promoted through native advertising placements across CNN Digital, which has over 3 billion page views every month. Smart use of data using CNN AIM (Audience Insight Measurement) means that the campaign can be targeted to specific audience segments and demographics – from business travellers to families.
“Anyone who has visited Abu Dhabi knows its appeal well beyond any preconceptions of it solely being a business destination,” said John Malone, Director of Create, CNN International Commercial’s branded content studio. “We have really captured the essence of Abu Dhabi for a global audience by working with real people, not actors, and by filming in 25 destinations across the Emirate – from taking VR kit underwater whilst pearl diving in the Arabian Gulf to putting a camera on the front of the world’s fastest rollercoaster at Yas Island’s Ferrari World. Only high quality and authentic branded content resonates with audiences – this campaign is abundant in both.”
“We are very proud to bring this innovative campaign to CNN TV and digital platforms with Abu Dhabi Tourism & Culture Authority, Etihad Airways and Yas Island,” said Cathy Ibal, Vice President, Advertising Sales, CNN International Commercial. “As a long-term partner of Abu Dhabi, CNN understands how to bring to life its unique cultural and lifestyle qualities as well as its appeal to business travellers. Destination Abu Dhabi is a perfect combination of an inspiring location, engaging content and huge reach amongst a global audience.”
Commenting on the launch of the joint initiative, HE Saif Saeed Ghobash, TCA Abu Dhabi Director General said: “This innovative, multi-channel joint promotion supports our objectives of portraying Abu Dhabi as an attractive tourism and cultural destination, highlighting the emirate’s inspirational, culturally authentic, and diversely natural attributes to a vast global audience.”
“Etihad Airways is dedicated to working with its partners to support and achieve the wider Abu Dhabi 2030 vision. As an integral part of CNN’s exciting new campaign, we want to connect the world to our home, Abu Dhabi, and showcase the emirate as the dynamic and welcoming destination it is. Visitors will find a thriving hub of innovation, creativity and above all, hospitality, catering to guests from every corner of the globe,” said Peter Baumgartner, Chief Executive Officer of Etihad Airways.
“As Abu Dhabi’s premier entertainment and leisure destination, Yas Island, is proud to contribute to the region’s tourism offer,” said Mohamed Al Zaabi, CEO of Miral. “In the spirit of the innovation that Yas Island has become known for, we are thrilled to be a part of such an original and authentic campaign – one that truly captures the essence of the exhilarating and unique experiences that Yas Island and Abu Dhabi offers both residents as well as international business and leisure travelers.”