The Brief
During Fl weekend, People from all over the world turn their attention to Yas Island in Abu Dhabi and the 3 day event. But during a time when the digital space is cluttered with content about the event, how could we drive attention toward Abu Dhabi as a destination without simply outspending our competitors?
The Solution
We invited adored Kuwaiti lifestyle blogger Ahmad to the exceptional city of Abu Dhabi and provided him with a fully packed -4day itinerary during the Fl built specifically for him and tailored to his interests.
But that s not it – we handed over all our official social communities over to him for 4 days giving him full access to Abu Dhabi’s narrative from a unique point of view.
The Engagement
Through one man’s story, Ahmad’s takeover allowed Visit Abu Dhabi to break through the clutter and stand-out during the F1 as a brand that understands the power of authentic content and story-telling.
The Result
Through one man’s story, Ahmad’s takeover allowed Visit Abu Dhabi to break through the clutter and stand-out during the F1 as a brand that understands the power of authentic content and story-telling. In only 4 days we received over 21 million social media impressions and over 620k social media interactions. Our Hashtag #lnAbuDhabi garnered over 388 million impressions and the biggest success? Abu Dhabi saw a %13 increase in visitors compared to 2014.
Client: Abu Dhabi Tourism
Project Type:
Social Media Campaign
Year:
2017
Agency:
Ogilvy
