Abu Dhabi Tourism Authority
Abu Dhabi set out to redefine its presence on the global stage, not simply as a destination but as a brand grounded in culture, openness and hospitality. Travellers’ welcome was conceived as more than a tagline. It was a statement of intent and a promise extended to visitors from every background.
We partnered with the Abu Dhabi Tourism Authority to help define and evolve this idea into a comprehensive destination brand. The strategy centered on a single guiding value: respect. This principle became the connective tissue across government, tourism and private sector partners, aligning messaging while allowing for cultural nuance and business needs.
Our role was to build a brand framework that encouraged real adoption rather than surface expression. We helped define how the Travellers’ welcome ethos could be embedded across planning, visitor experience and stakeholder engagement, ensuring the brand was consistently felt, not just communicated.
By anchoring the destination in a timeless and universally resonant value, the work positioned Abu Dhabi as a place of dignity, connection and mutual understanding, equally relevant to leisure travelers, business audiences and global partners.
Travellers’ Welcome
Building a destination brand rooted in shared valuesAbu Dhabi set out to redefine its presence on the global stage, not simply as a destination but as a brand grounded in culture, openness and hospitality. Travellers’ welcome was conceived as more than a tagline. It was a statement of intent and a promise extended to visitors from every background.
We partnered with the Abu Dhabi Tourism Authority to help define and evolve this idea into a comprehensive destination brand. The strategy centered on a single guiding value: respect. This principle became the connective tissue across government, tourism and private sector partners, aligning messaging while allowing for cultural nuance and business needs.
Our role was to build a brand framework that encouraged real adoption rather than surface expression. We helped define how the Travellers’ welcome ethos could be embedded across planning, visitor experience and stakeholder engagement, ensuring the brand was consistently felt, not just communicated.
By anchoring the destination in a timeless and universally resonant value, the work positioned Abu Dhabi as a place of dignity, connection and mutual understanding, equally relevant to leisure travelers, business audiences and global partners.
The market is highly competitive yet no-one can replicate our culture and that is our forte.
His Excellency Sheikh Sultan bin Tahnoon Al Nahyan, Chairman, TCA Abu Dhabi
TEAM
Brand Abu Dhabi
Abu Dhabi Tourism
M&C Saatchi
TBWA RAAD
Brand Abu Dhabi
Abu Dhabi Tourism
M&C Saatchi
TBWA RAAD
PHOTOGRAPHY
William Huber
Frédéric LaGrange
William Huber
Frédéric LaGrange
CAPABILITIES
- Brand strategy and values definition
- Destination brand framework
- Narrative and messaging systems
- Stakeholder alignment and brand governance
- Experience and touchpoint integration
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