The greatest thing in this world is not so much where we stand, as in what direction we are moving. -Goethe
In this book, we document and reflect on some of our achievements in 2024 as the Strategic Marketing & Communications Sector of DCT Abu Dhabi.
PURPOSE
We will introduce ourselves, tell you more about the journey we're on — and why.
PROGRESS
Then we distil the highs and highs of 2024, a year filled with milestones, records, headlines, shout outs, collaborations, and breakthroughs.
PASSION
Then, and only then, do we share what makes us different—fuelled with the desire to enrich lives, and make a difference.
Latest Chapter
OF OUR JOURNEY
We are the Strategic Marketing & Communications Sector
We support a vision to share Abu Dhabi with the world.
It's a place that connects cultures, and inspires generations to embark on journeys of creativity and discovery.
We are a datadriven marketing and communications team, whose purpose is to deliver and support excellence— through integrated communications and unified storytelling for DCT Abu Dhabi and its stakeholders.
We are the custodians of the DCT Abu Dhabi and Experience Abu Dhabi brands, as well as Saadiyat Cultural District, Abu Dhabi Calendar, Liwa International Festival and other subbrands.
Our team consists of dedicated professionals with a unique blend of experience, and we prioritise partnerships with valued stakeholders to develop and deliver outstanding marketing and communications solutions.
We enrich people's lives by sharing Abu Dhabi with the world.
Narrative & Contents
Our journey in numbers
Campaigns and activations
Partnerships and collabs
Purpose EVERYTHING IS WITH
Purpose
Our trajectory: 3 years, 3 chapters
From foundations to future
2022 : year one
We laid the foundations
Establishing a strong base for cohesive and impactful marketing and communications strategies that reflect DCT Abu Dhabi's vision and goals.
Redefining our destination brand and reframing our corporate identity
Define and articulate the brand identity of Experience Abu Dhabi, ensuring alignment with Abu Dhabi’s overarching vision.
Develop key messaging frameworks tailored to various audiences, including residents, tourists, and global stakeholders.
Building a cohesive and multidisciplinary team
Designing and building a multidisciplinary team with expertise in marketing, communications, digital, and cultural promotion.
Conduct training to ensure team alignment with the brand's goals and standards.
Fuelling the engine with data and insights
Set up robust systems for campaign management, analytics, and digital platforms.
Implement fundamental technologies, including CRM systems, content management platforms, and media monitoring tools.
2023 : year two
We activated our engines
Integrated campaigns in new and established markets
Rolling out multi-channel campaigns, tailored for local, regional and global audiences
Launching our first summer campaign to activate Abu Dhabi as a year-round destination.
Ecosystem expansion and bridge-building
Fostering deeper collaborations with other DCT stakeholders, key local players, and government, enabling improved products.
Brand integration throughout the entire marketing funnel, including visitor experience touchpoints and in-destination assets.
Optimisation via one-year results and insights
Using year one data, we refined audience targeting, messaging, and channel prioritisation, sharing key learnings with our marketing partners.
Investment in tools to measure ROI across campaigns more effectively, with budget allocation implemented accordingly.
Building momentum with high-impact campaigns and immersive activations, driving visibility and engagement like never before.
2024 : year three
While strengthening our corporate comms function, we established SM&C as a global leader in tourism and cultural destination marketing, extending reach through landmark partnerships.
Entering a new era of influence
Launching large-scale campaigns that targeted international markets, leveraging partnerships with global figures and influencers, alongside authentic visitor stories.
Developing thematic campaigns with a renewed emphasis on iconic destinations across the emirate, including Al Ain and Al Dhafra.
We boosted acceleration and reach
Advocacy and amplification through partners
Spreading awareness of Experience Abu Dhabi through unprecedented partnerships with the NBA, Boston Celtics, and other global brands.
Other collaborations with media partners, digital giants and publishers to leverage reach and storytelling capacity.
Measure, scale and soar
Establishing a robust framework for measuring long-term impact of campaigns, including economic contributions and cultural preservation.
Scaling successful strategies to maintain momentum and deliver sustained results that contribute to the Abu Dhabi Vision 2030
Our strategic focus
We honour our heritage and foster creativity while ambitiously driving forward – continuing a legacy of innovation. We build an ecosystem that enables tourism, business and communities to flourish.
We benefit Abu Dhabi through everything we do. We promote, protect and progress the emirate by developing strategic, top-of-funnel marketing to enhance awareness, familiarity and consideration – inspiring our target audiences to discover our destination.
SM&C has three chief responsibilities
Strategic Destination
Awareness Marketing
Raising awareness of Abu Dhabi's heritage and increasing consideration of the emirate as a culture and tourism destination – domestically, regionally and internationally
Strategic Cultural Offering
Raising awareness and consideration of Abu Dhabi's unique cultural sites, festivals and offerings
Strategic Corporate Positioning of DCT Abu Dhabi
As an enabler to the destination and industry, and contributor to the overall economy— a partner of choice and place of work.
WE PURSUE
4 PRIMARY OBJECTIVES
to share Abu Dhabi's culture and enriching experiences with the world
Brand first Experience-led
Fuelling interest
Driving intent
Strengthening our position
Establishing a must-visit destination
Standing out from the crowd
Bridging the consideration gap
Brand purpose brought to life
Putting Abu Dhabi on the map
Shattering Misconceptions
Overcoming perceived barriers
FOR EXPERIENCE
ABU DHABI
We Entice
VISITATION
PARTICIPATION
FOR THE DEPARTMENT OF CULTURE AND TOURISM
We Enable
Local Stakeholder Engagement
Local Abu Dhabi Community
Investors & Strategic Partners
DCT Employees and Internal Audiences
Global Decision Markers in Culture and Tourism
Travel Trade
Local and International Media
Friends and Associates of Abu Dhabi
We are responsible for the top three strategic layers of the sales funnel
Building destination and cultural awareness for Abu Dhabi by bringing the destination to the customers’ eyes
Bring the destination to customers’ hearts by creating emotions that stimulate their desire to travel to, and explore, Abu Dhabi
Bring the destination to customers’ minds by making them consider the potential of travelling to Abu Dhabi KNOWING AND TRUSTING THE
DESTINATION AWARENESS
BRAND EQUITY
Planning, Strategy & Operations
The Masterminds
Meticulous planners & dreamers who develop data-driven, integrated marketing and comms plans.
Creative & Production
The Makers
Gifted artists and visualisers who elevate brands and produce compelling content to showcase the best of DCT and the destination.
This quad engine is made of teams comprising a range of strategic specialties.
Each has been skillfully structured to meet the demands of the modern marcomms function, equipped to handle the evolving needs of tomorrow.
WE'RE MAKING
Progress
ON MULTIPLE FRONTS
5 METRICS THAT MATTER
1.6x 2.8x 93% 3.47x 1.7x
PAID MEDIA REACH
16.6B
+6.3%
(VS. 15.6B PLANNED)
EARNED MEDIA REACH
150.8B
(VS. 141.2B PLANNED)
PR REACH
82.6B
(VS. 23.8B PLANNED)
INFLUENCER IMPRESSIONS
4.3B
(VS. 2B PLANNED)
POSITIVE + NEUTRAL SENTIMENT
Each stage of the marketing journey requires different approaches and strategies to effectively engage the consumer and move them closer to conversion.
We are delivering impact
by opening minds, and influencing behaviours
Focused on the
marketing
WHERE DO WE STAND?
2024 featured wins, breakthroughs and unforeseen challenges. Nearby, ongoing geopolitical situations impact the region, and consumer behaviour globally, which translates into a number of our YoY metrics.
However, there are numerous ways we measure our success. As you will see on the following pages, performance continues to soar in what we call the "halo effect" metrics.
OVERALL DESTINATION AWARENESS
KNOWING AND TRUSTING THE DESTINATION
CONSIDERATION FAMILIARITY INTENT
LIKELY TO VISIT IN NEXT 12 MONTHS Q3 2024 Q3 2023 81.4% 39.2% 39.3% 23.5% 80.7% 40.1% 44.2% 30.1%
LIKELY TO VISIT IN NEXT 3 YEARS
There are numerous ways we measure success
Via direct impact and a halo effect
The work that we do and the content we produce creates direct awareness for the destination.
It also produces a knock-on effect, where potential visitors to Abu Dhabi can begin their journey of discovery across a number of touchpoints.
Here are five ways we assess that impact.
Versus… -global benchmarks -previous years CAMPAIGN ENGAGEMENT
Versus… -competitors -previous years ORGANIC WEBSITE VISITS
Versus… -competitors -previous years TRAVEL SEARCH
HOTEL GUESTS
Versus… -competitors -previous years BRAND UPLIFT Versus previous years
Performance indicator 1 Campaign engagement
27 campaigns
27 markets NOTABLE MOMENTS
Performance indicator 2 Brand uplift
Based on Brand Tracker surveys across all 27 markets
visitabudhabi.ae serves as a portal through which people can explore and better understand the destination
Performance indicator 4
Travel searches
Tracking search queries for “Abu Dhabi” indicates where we have sparked interest
Hotel guests
We can also monitor visitation through hotel booking patterns
Notable campaigns and activations
Introducing our new ambassadors
Find your pace
Spotlight on summer
Rediscover Ramadan & Eid at Ours
Saadiyat Cultural District
Al Ain — a living oasis
Diwali
Passion is the Occasion Street Bites with Shaq
USAB Showcase
An F1 to remember LIWA reimagined
Sharing Abu Dhabi
with a little help from our friends
In a destination that’s defined by the extraordinary, we sought out a special partnership to resonate with global audiences— and found two.
Introducing our global brand ambassadors: Elsa Pataky & Chris Hemsworth
It has been a patient journey, waiting for that magic mix: global appeal, family values, an authentic connection—and lots of fun. Every ingredient was essential, and with Elsa and Chris we have it all.
So what do you do when you partner with two action movie heroes? You could make a film… and that’s what we did.
Could use a vacation right now"
A-LIST APPEAL
Backed by the Hollywood power duo, Abu Dhabi’s appeal as a must-visit destination is amplified by Elsa and Chris, driving fame, trust, and a strong desire to visit.
MAKING AN IMPACT
With a family-first ethos and tons of charisma, the movement is grounded in the universal truth that we could all use a vacation right now, while celebrating meaningful connections and everyday moments.
Find your pace
The
Experience
Abu Dhabi global campaign brought viewers from around the world on an immersive journey through the emirate
Igniting curiosity in the destination
Travellers are looking for more immersive and tailored experiences, and the creative and emotive story frames Abu Dhabi as a must-visit destination where everyone is welcome to find their own pace and rhythm.
With rhythm, music and vibrant settings, Find Your Pace follows four characters as they explore Abu Dhabi for the first time, taking journeys that inspire, excite, and restore
It showcases the pursuits, passions, and colour palettes that visitors will uncover within the destination – from the thrill of adventure to immersive cultural experiences or a relaxing break amid natural landscapes.
The video conveys the feelings that visitors experience when they explore Abu Dhabi, showcasing how culture is at the heart of all the emirate’s attractions and activities.
The film’s stunning cinematography spotlights locations including Al Ain Oasis, Sheikh Zayed Grand Mosque, Qasr Al Watan, Louvre Abu Dhabi, Mangrove National Park, the Green Muzzabarrah, and Al Wathba Fossil Dunes.
Summer in the spotlight
Our new 3D interactive map launched alongside the campaign
One Season. Endless possibilities.
Building on the momentum of Abu Dhabi’s summer appeal, we transformed our 2023 campaign into an engaging platform. This reimagined approach helps break the myths about the summer season, showcasing an emirate that buzzes with vibrant, authentic experiences — 365 days a year.
point lift in brand association in Tier 1 markets (100% over 2023)
point boost in destination consideration point growth in ad appeal video
Summers, Abu Dhabi * 20 1
After telling the world that 'One Summer Isn’t Enough,' there was an opportunity to construct a compelling activation—welcoming 20 people named Summer to embrace a wide range of highlights throughout the season.
Using our 101 Abu Dhabi Do’s as a distinctive creative device, we sparked powerful brand associations and inspired millions to embrace the summer season in Abu Dhabi
Abu Dhabi’s summer appeal:
In Manchester, the campaign connected with over one million fans.
In India, record-breaking searches made Abu Dhabi’s attractions like SeaWorld and Louvre Abu Dhabi household names.
Ranveer Singh amplified awareness by 4 points, outperforming industry benchmarks.
In China, Liu Yifei’s campaign dominated as 1# trending on Weibo, generating overwhelming positive sentiment.
Our tailored creative assets drove a surge in ad recall across Russia, France, and Italy.
Elevating the essence of an occasion
Welcoming everyone for Ramadan
We captured the spirit of the Holy Month and offered an occasion like no other
Abu Dhabi is where tradition meets celebration, from serene Ramadan evenings to joyous Eid festivities—everyone is invited to embrace the spirit of the season in a destination that feels like home.
In 2024 we refreshed our Ramadan positioning by embracing the rich tapestry of traditions, culture, and unforgettable experiences available for all. From serene iftars and suhoors in stunning settings to vibrant Eid celebrations, we made it clear that Abu Dhabi is where cherished memories are made.
"Ramadan at ours" was framed as the destination of choice for cultural and spiritual enrichment, through a destination that is filled with life, Emirati hospitality, and unique experiences during the month. Putting it simply, we inspired travellers and residents to experience the city in a new light.
Offering a warm invitation to our regional neighbours, and fostering local pride, our campaign shifted the narrative around a low-key Ramadan with limited offerings, highlighting extraordinary events, incredible dining, and immersive cultural moments.
Turning every moment into an occasion during Eid
Abu Dhabi set the stage for joyful Eid celebrations like no other, blending vibrant attractions, rich traditions, and warm Emirati hospitality. Whether you’re seeking cultural immersion, world-class entertainment, or serene family moments, 'Eid at ours' promised moments to cherish.
We positioned Eid in Abu Dhabi as the ideal destination for a heartfelt moments, highlighting the emirate’s spirit, unique cultural offerings, and comfortable “homely” experiences, inspiring visitors to make Abu Dhabi their go-to destination during the public holiday.
Through the integration of the 'at ours' tagline into the campaign, Abu Dhabi’s welcoming nature shone through. Tactical initiatives like 'Eid at ours' reflected the brand’s welcoming spirit and strengthened recognition, driving visitation and boosting hotel bookings during this key holiday.
In a world of over 95,000 museums, Saadiyat Cultural District (SCD) is emerging as a transformative force, contributing to the global cultural landscape.
With our partners, we are establishing SCD as a beacon for culture and innovation—a visionary platform that brings the world closer to Abu Dhabi’s unparalleled offerings.
Be Moved in a Thousand Ways
Saadiyat Cultural District
Extraordinary reach and resonance
Contributing to the global cultural narrative
"SCD" is a unique constellation of museums, cultural institutions, collections and public programming.
Uniting
iconic institutions and celebrating their individuality
With just 18% considering Abu Dhabi a cultural destination, despite 80% satisfaction among visitors, it was time to rewrite perceptions.
Our mission was to position Saadiyat Cultural District as a global epicentre of arts, culture, and innovation, creating a cohesive narrative for its proximity, uniqueness, and impact while spotlighting its 2025 completion.
The global campaign was fronted by Oprah Winfrey and featured more than 75 advocates
"Saadiyat Cultural District Abu Dhabi can soon stake its claim as one of the world’s most significant cultural destinations"
As we navigate 2025, the District stands as a testament to Abu Dhabi’s commitment to arts, culture, and human connection.
Al Ain
a living oasis
The Al Ain Region, and its city of the same name, hold a special place in the heart of UAE citizens and residents. We are on a journey of showcasing what makes it so special, building awareness and consideration for locals and nearby communities, to come and discover this haven—just a short drive from both Abu Dhabi and Dubai.
To shine a brighter light on Al Ain, we created an entertaining docuseries, Al Ain: The Living Oasis. Hosted by two dynamic Emirati personalities, Obaid AlBudoor, a corporate banker turned photographer, and Salem Al Attas, an engineer and slam poet, the series takes viewers on a journey through Al Ain’s most captivating experiences.
This gained wider reach through partnerships with Etihad Airways (in-flight entertainment) and Shahid (on-demand streaming). It also dovetailed with our primary awareness campaign, targeted at UAE and GCC residents, which is detailed over the page.
LIKELY TO VISIT IN NEXT 3 YEARS LIKELY TO VISIT IN NEXT 12 MONTHS Q3 Q4 CONVERTING AWARENESS INTO VISITATION
OVERALL DESTINATION AWARENESS
23 20% 11% 8% 24 28% 18% 12%
An invitation to recentre and reconnect
Alive in Al Ain
Don’t just live—feel alive. With the launch of our first ‘Experience Al Ain’ campaign, we’re calling on city dwellers across the GCC to escape the hustle and discover the rejuvenating charm of Al Ain—a place where life feels alive in every sense, where serenity and adventure meet.
While only 15% of travellers we surveyed had Al Ain top of mind, the truth is that this oasis of culture, nature, and adventure defies all expectations, and is just a short trip away. Our 'Alive in Al Ain' campaign breaks through the noise, reminding travellers that the path to renewal is closer than they think.
Filmed with immersive ASMR sounds captured in Al Ain, the campaign draws audiences into its vivid landscapes, lush oases, and timeless heritage. From 90-second hero films to tailored edits and content that breaks barriers, every piece invites
viewers to see, hear, and feel the essence of Al Ain.
With creative assets built to inspire and inform, 'Alive in Al Ain' is resonating across the region, inviting audiences to rediscover what it means to truly feel alive.
Experience Al
Ain. It's closer than you think, but far from what you know.
Abu Dhabi Wali
Diwali
“This year's Diwali is in Abu Dhabi”
Diwali is more than a festival—it’s a time for family, togetherness, and unforgettable moments. This year, we brought the joy of Diwali closer to home by showcasing Abu Dhabi as the ultimate destination for families looking to make the season special.
For the first time, we communicated with ‘Hinglish’ to connect with Indian audiences in a way that felt personal and familiar. With Ranveer Singh as our ambassador, we launched ‘Iss Saal Abu Dhabi Wali Diwali,’ a campaign that highlighted Abu Dhabi’s unique appeal for family travel, vibrant celebrations, and unforgettable experiences.
Reinforced Abu Dhabi as the destination of choice for Diwali and family vacations.
Stayed top-of-mind for Indian travellers exploring festive getaways.
Connected on a deeper level by speaking in the language of their hearts—Hinglish—for the very first time. Bringing
Collaborating with Etihad Airways, we reached key Indian markets, emphasising the ease of travel and the unmatched experiences Abu Dhabi offers for Diwali.
2.3M +167% media value (+1.6K YOY) impressions (vs 2023)
reignited with Abu Dhabi Calendar, PASSION
The ultimate guide to the region’s best events just got upgraded
Abu Dhabi Calendar has always been a trusted source for what’s happening in the UAE’s capital. But with a growing line-up of world-class events, it was time to take the Calendar from a tactical tool to a global brand, building loyalty through stories that inspire and excite.
The bold, buzz-worthy campaign featured several core elements:
This season, we set out to elevate Abu Dhabi Calendar’s proposition and visual identity, expanding from regional campaigns to a global stage, targeting Tier 1 and Tier 2 GCC markets.
This also addressed misconceptions about Abu Dhabi’s event landscape and created more accurate perceptions of a vibrant, world-leading destination.
A "leak" stunt that set social media ablaze, starting with a tweet from Shaquille O’Neal, followed by responses from Steve Harvey and Ranveer Singh.
An engaging campaign film featuring Steve Harvey and Emirati star Ahmed Al Jasmi, blending global appeal with local charm.
The launch of our Passion Calendar— a seamless solution for syncing all events directly to your mobile through iCal and Google Calendar.
Global engagement and reach
Strategic collaborations with leading outlets like Hypebeast, CNN, and Bombay Times amplified the campaign’s global footprint.
Earned media coverage in major publications secured Abu Dhabi’s position as a global host for world-class events.
The result?
Abu Dhabi Calendar is no longer just a tool, it’s a destination in itself—inspiring audiences to explore the emirate’s expanding line-up of events and experiences.
Steve Harvey and Ahmed Al Jasmi presented the 25/24 edition of Abu Dhabi Calendar clippings
Shaq Street Bites with
Discover a place where big flavours meet big personality
Abu Dhabi’s vibrant street food culture has long been a hidden gem. With Shaquille O’Neal as our guide, we brought the city’s culinary delights to life through the captivating ‘Street Bites with Shaq’ campaign. Blending Shaq’s larger-than-life humour with his newfound appreciation for Abu Dhabi’s flavours, this initiative celebrated the city’s unique and diverse street food offerings.
For the first time, accessible and affordable food took centre stage, leveraging Shaq’s global appeal to showcase local culinary gems. From his passion for basketball to his love for food, his charisma and humour created a connection between audiences and the varied street bites of Abu Dhabi.
The campaign elevated Abu Dhabi’s culinary culture, positioning it as a destination for not just fine dining but also authentic, flavourful street eats. It resonated with locals and tourists alike, creating a new narrative around Abu Dhabi’s food scene and adding a layer of accessibility and charm to its offerings.
Engaging content
Four hero episodes feature signature dishes like ghuzi, luqaimat, Mo’s Burger, and the mighty Shaqwarma— a fun collaboration that became the highlight through the NBA Abu Dhabi Games.
Four supporting episodes spotlight local treasures like India Palace, Sultan Sweets, Bu Tafish, and Seashell.
The 'Shaqwarma' activation, during the NBA Abu Dhabi Games, connected basketball fans and foodies.
Shaq’s media interview, amplified Abu Dhabi’s street food scene on a global scale.
CULTURE GOES COURTSIDE
The event was more than basketball—it celebrated Abu Dhabi’s vibrancy. Players and fans immersed themselves in the capital’s culture, cuisine, and landmarks, creating stories that extended beyond the arena. The event became a touchpoint for cultural exchange, reinforcing Abu Dhabi’s image as a hub for sports, lifestyle, and tourism.
As a city that brings the best global talents together, Abu Dhabi is more than a venue—it’s a destination where athletes and fans connect through the power of sports. With the USA Basketball event, Abu Dhabi proved it’s not just a host, but a true home for basketball in the Middle East.
Building the home of basketball in the Middle East with USA Basketball
USAB
Elevating the game, inspiring the region
As Abu Dhabi continues to redefine sporting excellence—bringing USA Basketball to the capital for a series of unforgettable games—this was a platform for SM&C to activate its content machine. From players’ arrivals to in-game moments and offthe-court exploration, our in-house team documented and amplified the end-to-end experience.
impressions views influencers and celebrities amplifying the events' buzz across key markets engagements PR reach view-through rate engagement (+400% on '23)
A seamless approach to celebrity hosting
Alongside our partner, YKONE, this year’s celebrity lineup was carefully selected based on market relevance and credibility, aligning influencers with Abu Dhabi’s key tourism markets. Their presence amplified the destination’s visibility while creating moments of authenticity and connection for their audiences. attendees across F1 weekend (vs. 170K in 2023)
Showcasing the
ultimate F1 experience
We let our hospitality—and our destination—shine during the emirate’s biggest sporting spectacle.
The Abu Dhabi Grand Prix is more than a sporting event. It’s a global stage for Abu Dhabi to shine as a premier destination, off
the track. Through a multifaceted approach, Experience Abu Dhabi maximised the emirate’s visibility during F1 week, blending strategic activations, world-class hospitality, and celebrity engagement to leave longlasting impressions.
The Experience Abu Dhabi Paddock: Our hub for hosting partners, stakeholders, and celebrities, the Paddock provided a space for highlevel engagements, including meetings with the Chairman, Undersecretary, and other leaders, showcasing Abu Dhabi’s leadership and commitment to excellence.
Celebrity Hosting:
Welcoming stars from Hollywood, India, China, Russia, Japan, GCC, and Europe, we curated personalised itineraries to showcase Abu Dhabi’s finest, ensuring celebrities had an exceptional experience while amplifying the destination’s global appeal.
City-wide branding: Partnering with Ethara, we extended F1’s presence across Abu Dhabi with strategic branding at key locations, including the airport, hotels, malls, and DARB toll gates, ensuring the entire city was immersed in the F1 excitement.
Fan Engagement:
The Experience Abu Dhabi stand at the Fanzone captivated visitors with cultural and experiential highlights, connecting fans with the emirate’s diverse offerings.
At the F1
We welcomed our celebrity guests to experience the frenetic buzz around Yas Marina Circuit during race weekend. Our Experience
Abu Dhabi Paddock was a haven from the record0breaking crowds.
Away from the track
Our hospitality extended to VIP tours across city, sand and sea— showcasing plenty of destination highlights to new celebrity guests, alongside plenty of familiar faces who returned to discover more.
International Festival Liwa
Honouring
the evolving story of Liwa International Festival
The Liwa International Festival has celebrated over a decade of incredible experiences in the Al Dhafra region, combining tradition, adventure, and culture. Building on this legacy, we’ve introduced a unified brand strategy to create a cohesive 'One Festival' feel, while allowing for unique identities across its diverse elements.
Our approach to owning the LIWA brand comes with a commitment to both tradition and innovation— with storytelling that shares the best of the LIWA experience. By unifying its brand and streamlining its digital presence, the festival is positioned to reach new heights, offering seamless, unforgettable discoveries.
Standing with our partners. That storytelling is extended across additional platforms and touchpoints through our committed partnerships with Liwa Sports Club, Abu Dhabi Police, MIRAL, Abu Dhabi Media Network, Department of Municipalties and Al Dhafrah Region Municipality. Collectively we thrive.
cool
One
One Voice. One Destination.
PHENOMENAL 7-DAY IMPACT
In 2024, SM&C took ownership of the unified LIWA brand, with an elevation plan spanning four key pillars.
1
A unified brand identity
Developed comprehensive brand guidelines to ensure a consistent “One Festival” experience while preserving sub-brand individuality for each event.
Enhanced the festival’s visual identity by retaining the iconic ‘Liwa Red’ and ‘Aswad Black,’ introducing a digitalfriendly ‘Abyad White,’ and expanding the palette with natural tones inspired by the Al Dhafra region.
3 2 4
Elevated messaging
Crafted festival-led key messages to unify the festival’s voice across all communications, ensuring a clear, consistent narrative that resonates with audiences.
Streamlined digital presence
Simplified the festival’s social and digital channel strategy, introducing a one-stop-shop for Liwa International Festival content.
Implemented a singular call-to-action across all channels to improve reach, engagement, and audience experience.
New approach to social media
Enhanced audience experience through a simpler, more cohesive channel plan, providing clarity and focus.
Leveraged the updated brand identity to build a more engaging, visually impactful presence.
Elevating an iconic brand worthy of the Desert's Grand Stage
We're on a mission to build brand awareness for Liwa International Festival—the UAE's ultimate winter experience for adventure, wellness and culture. LIWA is a must-see event for UAE residents and visitors and doubles as a platform to establish increased awareness of the Al Dhafra Region.
COLOR PALETTE
Our Roots Our Traditions,
“Our Traditions, Our Roots” is a celebration of Emirati heritage, designed to deepen connections and inspire pride across diverse communities. From ancient traditions to
modern interpretations, this cultural initiative highlights the essence of tangible and intangible heritage, showcasing the UAE’s unique identity to the world.
Celebrating Emirati heritage with pride
Impact via inspiration
Pride and inspiration for Emiratis: By spotlighting key aspects of their culture, the campaign resonated deeply with Emiratis of all ages, evoking pride in their identity and heritage.
Engagement with residents: UAE residents experienced Abu Dhabi’s cultural richness firsthand, sparking curiosity and fostering pride in a shared Arab culture.
Regional recognition: The campaign raised awareness and respect among GCC residents and tourists, encouraging them to explore Abu Dhabi’s heritage sites and customs.
Preservation of heritage: By highlighting cultural practices and iconic sites, the campaign underscored Abu Dhabi’s commitment to preserving its traditions and history.
Through storytelling, immersive experiences, and vibrant showcases, 'Our Traditions, Our Roots' brings Emirati culture to life, making it accessible and relatable to all. Through this campaign, we are:
Strengthening
the bond between Emiratis, residents, and Arab expats by celebrating shared culture and traditions.
Empowering
locals and visitors to connect with Emirati heritage in meaningful ways, fostering curiosity and respect.
Positioning
Abu Dhabi as a destination where culture thrives, and traditions are preserved for future generations.
Key partner ships & collabs
Winning with Man City
Boston Celtics
Sphere Abu Dhabi
New York Knicks
Global trade shows
Tripadvisor in Paris
MEMO Paris
Vilebrequin
Red Bull x Surf Abu Dhabi
Winning
vs. target)
vs. target)
video views
(+8% vs. target) 20
content pieces created (+5% vs. target)
post engagements (+10% vs. target)
impressions (+8% vs. target)
Experience Abu Dhabi x Manchester City partners
Our partnership with Manchester City continues to break boundaries, uniting sports, culture, and heritage to showcase Abu Dhabi on a global stage. Through a data-driven phased approach, we’ve elevated our collaboration by activating more rights than ever before, connecting with fans and driving them to Experience Abu Dhabi channels—guiding them from awareness to consideration of the destination.
Team highlights
Hosted the men’s and women’s teams for activations including the City Challenge, summer campaign filming, and celebrations for International Women’s Day.
Cultural integration: featured Abu Dhabi’s artisans and craftsmanship at the Abu Dhabi Cup.
Fan engagement: organised unforgettable fan experiences, from U.S. activations during the club’s summer tour to digital competitions celebrating Man City’s fourth consecutive Premier League win.
Amplified visibility
Dominated digital and social platforms across Experience Abu Dhabi and Manchester City channels.
From stadium takeovers to global wins
Puma x Man City: a first-ofits-kind apparel line blending fashion, sports, and Abu Dhabi’s heritage.
Iconic moments
We united the EPL and NBA trophies for the first time at the NBA Abu Dhabi Games.
Cross-brand synergy
We collaborated with the UFC for social and on-ground activations, enhancing global engagement.
Making moves into the U.S. market, one game at a time
x Boston Celtics
Experience Abu Dhabi
With no prior U.S. sports partnerships, this collaboration allowed us to:
Measure sponsorship impact in a new market using datadriven insights.
Build awareness and association with a highly engaged audience.
Compete with legacy sponsors in one of the most iconic sports franchises.
Gamechanging results
Awareness BOOM
Total Destination Awareness increased from 45% to 49% —a four-point lift within three months—100% attributed to the sponsorship, with no other advertising in the region.
Legendary association
Abu Dhabi now the 4th most-associated brand with the Celtics, standing alongside sponsors with decades of history—TD Bank, Vistaprint and Dunkin Donuts.
Star-making rookie year
This partnership with the Boston Celtics marks a powerful entry into the U.S. market, showcasing Abu Dhabi as a world-class destination and building meaningful connections with a massive new audience.
For the first time ever, Experience Abu Dhabi stepped onto the court with a premier U.S. sports team, partnering with the Boston Celtics to introduce the destination to an untapped audience.
This sponsorship aimed to create awareness and establish a presence in Northeast USA, a region unfamiliar with Abu Dhabi’s vibrant offerings.
Bringing Celtics into the community
In a celebration of art, culture, and community spirit, we unveiled a newly transformed basketball court at Al Reem Central Park, featuring a mural designed by Belgian artist Katrien Vanderlinden.
Sphere Abu Dhabi
Heralding a new chapter of experiential and immersive events
We announced Sphere Abu Dhabi, the second edition of the iconic Sphere attraction, the most advanced and awe-inspiring venue for live entertainment.
The Sphere Abu Dhabi reveal and amplification has helped solidify our position as a destination that to pusesh boundaries and redefines possibilities.
Set to host events from Abu Dhabi Calendar’s exciting, year-round line-up, Abu Dhabi will draw the eyes of the world as a global hub for culture, sport, and entertainment.
Global buzz
The announcement reached audiences worldwide, firmly positioning Abu Dhabi as the ultimate destination for future-forward entertainment.
Claiming our spot
We dispelled the notion that the next Sphere would be anywhere other than Abu Dhabi, aligning with our commitment to provide the very best entertainment experiences.
Teaming up
Experience
Abu Dhabi finds home at MSG
Abu Dhabi’s commitment to the global basketball community reached new heights with our partnership with the New York Knicks and their iconic home, Madison Square Garden.
This collaboration opened the door to unparalleled brand visibility in the competitive U.S. market, establishing Abu Dhabi as a premier destination for sports, culture, and world-class experiences.
By leveraging the Knicks’ platform and Madison Square Garden’s displays and formats, we delivered impactful messaging during key moments, connecting with millions of fans and positioning Experience Abu Dhabi as an avid supporter of basketball and its passionate community.
Our partnership with the New York Knicks brings the energy of Abu Dhabi to the court, building bridges between two iconic destinations. Stay tuned for more as we continue to grow our footprint in the U.S. basketball community.
Market
foundations
With this partnership we've established a strong foothold for future brand activations and partnerships in the U.S. market.
Increased brand visibility
In the heart of the Garden, Experience Abu Dhabi is present through dynamic, high-impact activations within one of the world’s most iconic sports arenas.
In partnership with Vilebrequin, Experience Abu Dhabi embraced an innovative approach to building long-term loyalty by connecting with global audiences through a shared love of sun and sea.
This collaboration positioned Abu Dhabi as a premier coastal destination, seamlessly aligning with Vilebrequin’s iconic reputation for luxury beachwear.
By leveraging Vilebrequin’s global reach and powerful brand identity, we spotlighted Abu Dhabi’s stunning beaches and crystal-clear waters, delivering destination messaging in a fresh and engaging way.
#3 sold design
"It’s been a privilege to work with such a dedicated team to achieve something truly memorable."
Roland Herlory CEO, Vilebrequin
This partnership not only elevated Abu Dhabi's profile as a luxury travel destination but also demonstrated the power of brand collaboration in creating meaningful connections with global audiences. By intertwining fashion with travel, we showcased the emirate's unique offerings in a fresh and engaging manner.
sea & style with
VILEBREQUIN
A fusion of French Riviera elegance and Abu Dhabi’s charm
Exclusive capsule collection
The partnership led to the creation of a limited-edition swimwear line inspired by Abu Dhabi's stunning architecture and landscapes. This sustainable collection featured Vilebrequin's iconic sea turtle motif alongside palm trees.
Global retail presence
Experience Abu Dhabi was prominently featured in over 30 Vilebrequinoperated retail stores worldwide during the peak summer travel season.
Media coverage
The collaboration earned significant attention in prestigious publications such as Vanity Fair, GQ, Vogue, and Cosmopolitan.
Saadiyat Beach Club takeover
The collaboration extended to a stylish takeover of Saadiyat Beach Club, where Vilebrequin's vibrant range of Riviera-inspired furnishings adorned the venue. This included bespoke sun loungers, umbrellas, and towels decorated with the brand's signature colours and patterns.
In collaboration with Red Bull, Abu Dhabi took a bold step into the world of surfing, reaching new audiences and unveiling Surf Abu Dhabi, the world’s most advanced wave pool. This partnership positioned Abu Dhabi as a must-visit destination for surfers, combining innovation, adrenaline, and global exposure.
Ride beyond the tide
With Red Bull’s unmatched organic reach and appeal across diverse audience segments, this partnership allowed us to:
With Surf Abu Dhabi, the emirate offers more than a destination—it provides a wave of possibilities for surfers and thrill-seekers alike.
Red Bull’s diverse appeal ensured traction with more than just surfers. From adventure seekers to lifestyle enthusiasts, the campaign resonated across segments, reinforcing Abu Dhabi’s reputation as a hub for oneof-a-kind experiences.
Tap into the surf community and connect with adventure enthusiasts worldwide.
Showcase Surf Abu Dhabi a cutting-edge facility redefining surfing experiences.
Position Abu Dhabi as a destination for unique and thrilling experiences.
With a specially modified surfboard attached to his feet, Red Bull athlete Sebastian Álvarez 'skysurfed' from a helicopter, gliding down by parachute. As he neared the world's largest wave pool at Surf Abu Dhabi, he cut his parachute and smoothly landed on a six-foot (1.8-metre) wave.
As seen in...
the story of Abu Dhabi, beyond words Memo Paris
In a groundbreaking collaboration, Experience Abu Dhabi partnered with MEMO Paris to create a signature scent inspired by the destination experiences of the fragrance brand’s founders.
This bespoke fragrance draws inspiration from six iconic elements of the emirate, blending culture and nature into an olfactory masterpiece.
Sharing
Culture meets craftsmanship
Sensory journey highlights
This initiative positioned Abu Dhabi as not only a cultural and travel hub but also a luxury destination, reinforcing its reputation globally.
Global Reach: The campaign spanned multiple markets, with activations in Paris, London, and Abu Dhabi, reaching diverse audiences through tailored events and digital content.
Guided by MEMO Paris’s ethos, “the journey is the destination,” this collaboration highlights Abu Dhabi’s unique identity as a destination where rich tradition meets modern innovation.
Retail Success: The Abu Dhabi fragrance became MEMO Paris’s best launch to date, achieving 547% higher sales than comparable products and ranking as a top seller at Harrods.
Immersive “Memo Days”: Influencers explored the emirate through curated itineraries, connecting the fragrance’s notes to cultural landmarks like Qasr Al Hosn and Al Ain Oasis.
The fragrance draws inspiration from six key locations and ingredients— dates, saffron, cardamom, amber, vetiver, and prunes— and reflects the diverse landscapes and cultural vibrancy of Abu Dhabi. Each note captures a facet of the emirate, creating a sensory journey that celebrates its heritage and natural beauty.
Artist collaboration: French artist Julien Colombier designed exclusive visuals inspired by the fragrance, blending vibrant patterns and contrasts to mirror Abu Dhabi’s dynamic spirit.
Our partnership with MEMO PARIS creates a memorable impression and influences consideration for Abu Dhabi through compelling sensory story.
Sharing Abu Dhabi with the world
at global trade shows
Enhancing connections and showcasing excellence
In 2024, Experience Abu Dhabi reaffirmed its commitment to amplifying brand recognition and engaging global audiences by participating in the world’s most prestigious travel trade shows. Across platforms like ATM, WTM, City Nation Place, ILTM, and ITB, the emirate solidified its reputation as a dynamic and differentiated destination while fostering invaluable industry relationships.
A strategic presence at leading travel trade gatherings
Arabian Travel Market & World Travel Market
Building momentum for the brand, Experience Abu Dhabi curated an engaging platform to highlight the emirate’s key attractions and unique cultural appeal. With interactive touchpoints and a showcase of global campaigns, the two largest travel shows offered unparalleled opportunities for networking with trade partners, media, and prospective investors.
City Nation Place
Positioning Abu Dhabi as a leader in destination branding and place-making, we shared insights into how the emirate’s diverse experiences and innovative campaigns continue to drive tourism growth.
International Luxury Travel Market
Strengthening
Abu Dhabi’s appeal to high net worth travellers, our participation emphasised the emirate’s luxury offerings, from bespoke cultural experiences to world-class accommodations.
ITB Berlin
As one of the largest travel trade shows globally, ITB provided the perfect platform to communicate Abu Dhabi’s unique positioning as a destination for all seasons and audiences.
Enhancing connections & showcasing excellence with Tripadvisor
Experience Abu Dhabi partnered with Tripadvisor to bring the emirate's rich cultural heritage to the heart of Paris through an innovative augmented reality (AR) activation. This immersive experience, held on 18 and 19 October at the Forum des Halles, allowed Parisians and visitors to virtually explore Abu Dhabi's iconic landmarks.
Within specially designed domes, participants embarked on virtual journeys through Al Ain Oasis, Saadiyat Cultural District, and Louvre Abu Dhabi.
This initiative showcased Abu Dhabi's blend of tradition and modernity, offering a unique opportunity to experience the emirate's attractions without leaving Paris.
The collaboration with Tripadvisor not only highlighted Abu Dhabi's commitment to cultural tourism but also demonstrated the innovative use of technology to engage new audiences. By bringing these experiences to Paris, Experience Abu Dhabi effectively positioned the emirate as a must-visit destination, rich in cultural and historical significance.
to Abu Dhabi A Portal
WE ARE FUELLED BY
Passion
Passion
What sets us apart?
PEOPLE
Our visitor-centric approach
A deep commitment to every visitor ensures interactions are meaningful, memorable, and authentic. By listening to our audience and tailoring experiences to exceed expectations, Experience Abu Dhabi creates connections that inspire and foster a sense of belonging, ensuring that every visitor feels valued and welcomed in this extraordinary destination.
Valuing leadership and togetherness
Our strength lies in vision, leadership and the unity of our team. We are committed to fostering a culture of collaboration, empowerment, and shared purpose, where every member is inspired to lead with passion and contribute to a collective vision. Through open communication, mutual respect, and continuous development, we nurture a sense of togetherness that drives innovation and excellence.
TEAM UNITY
Serving the wider ecosystem
We are committed to fostering synergy across the wider tourism ecosystem. By bringing together diverse stakeholders— hotels, attractions, cultural institutions, and partners— we create a unified vision that amplifies the collective potential of Abu Dhabi as a destination. Collaboration is at the core of everything we do, ensuring that every part of the ecosystem works seamlessly to deliver exceptional experiences.
EXCELLENCE
With a base-camp mentality
We embrace a mindset and belief that no matter how far we’ve come, there is always room to ascend, learn, and grow. Each achievement is a stepping stone, not the summit, driving us to continuously push boundaries and redefine what’s possible. This relentless pursuit of excellence inspires innovation, fuels creativity, and ensures that we never settle for less than extraordinary.
CULTURE
Putting culture at the heart
Culture is the heartbeat of our identity, infusing everything we do with authenticity and meaning. From celebrating our rich heritage and traditions to embracing modern expressions of art and innovation, we place culture at the core of our storytelling and experiences. By highlighting Abu Dhabi’s unique blend of the past and present, we create meaningful connections that resonate with visitors and communities alike.
Content is king
Agility and speed: everything under one roof
Quality & consistency: maintaining creative control and standards of excellence
Localisation expertise: bilingual capabilities to tailor authentic content for each audience
Innovation & creativity: thriving on collaboration and shared expertise
Our in-house content team is a key pillar of our competitive and high-performance advantage. With a talented team of videographers, editors, animators, graphic designers, and copywriters, delivering content in both English and Arabic, we ensure that our storytelling resonates with diverse audiences and aligns seamlessly with our vision.
Our Content Studio delivers
Quarterly content series produced to focus on culinary, culture, adventure — and more
+30 reels per shoot
Social-first creatives using trends, memes, and TikTokfirst to extend campaigns beyond hero films
+400 posts per platinum event
Real-time moments shot and released on owned, stakeholder and media channels to generate FOMO
Brand
for aspirational content
Seasonal Tactical
550+ CELEBRITIES HOSTED IN 2024 impressions 2B
for consideration campaigns for overall amplification engagements 29.1M publications 3.2K EMV $51M
Activating our celebrity ambassadors on a global scale, like never before
Honouring guests with the spirit of
Emirati hospitality
A legacy of gifts and greetings
To elevate Experience Abu Dhabi’s commitment to hospitality and warm welcomes, we refreshed and upgraded our VIP gifting catalogue, ensuring each interaction reflects the culture and heritage of the destination. By creating a more strategic and thoughtful approach to VIP gifting, we have reinforced our commitment to providing a memorable and warm welcome for distinguished guests, influencers, and celebrities from around the globe.
Working closely with local suppliers such as House of Artisans and Abu Dhabi Crafts, we curated high-end, bespoke items that showcase the emirate’s rich traditions. Each gift is thoughtfully presented and accompanied by a personalised welcome note, ensuring a meaningful and lasting impression.
Elevating the role of Strategic Communications
Generating year-round headlines
Following the launch of the new destination brand in 2022 and the revamped corporate brand in 2023, 2024 has proved a milestone year in the way we introduce and cement Abu Dhabi as a globally relevant and enticing destination of choice.
Through a newly strengthened core, we took the opportunity to engage with the right media at the right time—with relevant and engaging content, hrough proactive earned-first creative campaigns that earn us attention and credibility.
2024 has seen us reintroduce Experience Abu Dhabi with a clear vision, setting the foundation for an insight-driven, proactive and meaningful way to talk to audiences the world over. Destination excellence pieces of coverage (x3 KPI) media on-ground
A robust earned media outreach programme has focused on building advocacy with media titles of global influence, as well as those locally in Tier 1 markets, via topical storytelling, trade show presence, access to spokespeople, bespoke media kits, exclusive access to content, talent and events.
We've also added a strong layer of creative thinking to elevate brand and calendar moments to the next level – with a view to maximising storytelling, our partnerships and driving
2030 Tourism Strategy
Helping shape the future of tourism in Abu Dhabi
A pioneering vision for tourism growth and excellence
Led by His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council
Through strategic communications, DCT Abu Dhabi positioned Tourism Strategy 2030 as a blueprint for growth, sustainability, and opportunity—reinforcing Abu Dhabi’s reputation as a destination where vision meets action.
We ensured the strategy resonated with key audiences, building understanding, advocacy, and momentum for Abu Dhabi’s position as a global tourism leader.
DCT Abu Dhabi leveraged the launch to:
Showcase its pivotal role in delivering the strategy, benefiting citizens, residents, visitors, and stakeholders.
Build advocacy for the strategy’s potential to enrich lives and experiences.
Highlight Abu Dhabi as a prime opportunity for investors and partners, encouraging collaboration.
Solidify Abu Dhabi on the global tourism map as a sustainable and forwardthinking destination.
Leadership communications
Leadership communications at DCT Abu Dhabi continue to drive alignment, advocacy, and action, solidifying the emirate’s reputation as a leader in tourism innovation and cultural excellence.
Under the influential leadership of His Excellency Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi, SM&C has been pivotal in aligning stakeholders with the ambitious Tourism Strategy 2030 and amplifying Abu Dhabi’s position as a global hub for culture, tourism, and sustainability.
Elevating Abu Dhabi’s vision for culture & tourism Leveraging our Chairman’s voice
Tourism Strategy 2030: Resonated across regional and global audiences through media outreach, high-profile interviews, and event activations.
Achieved enhanced alignment with international stakeholders, positioning Abu Dhabi as a top-tier tourism destination.
Saadiyat Cultural District: Strengthened Abu Dhabi’s global cultural identity, emphasising its leadership in culture, creativity, and sustainability.
Amplified the district’s narrative through earned media, interviews, and strategic events, connecting with key markets and sparking cross-cultural dialogue.
Chairman Undersecretary
Mohamed Khalifa
Al Mubarak
The achievements of 2024 mark a pivotal moment in Abu Dhabi's transformative journey and underscore our steadfast commitment to fostering sustainable growth and strategic development in culture and tourism.
Saood Abdulaziz
Al Hosani
The past year has been another brilliant chapter in our transformative journey — one defined by excellence, dedication and collaboration over the course of 2024.
Chairman visibility snapshot
These efforts have showcased Abu Dhabi as a hub for creativity and research, ensuring its cultural and tourism offerings resonate with
interviews op-eds
WE GO FURTHER WITH
Partnerships
Partnerships
Uniting Abu Dhabi’s tourism ecosystem
through the Strategic Destination Marketing Committee
Harnessing the power of one to elevate Abu Dhabi on the global stage, a series of committee meetings were held throughout the year.
SM&C also hosted a 2025 planning workshop to achieve the following:
Unified marketing goals: Establish a shared understanding of key objectives across all entities.
Collaborative opportunities: Identify areas where synergy can amplify Abu Dhabi’s impact.
Strategic moments: Prioritise and agree on three cross-entity programmes to elevate Abu Dhabi internationally.
Inspiration for action: Provide direction to working groups to bring these moments to life effectively.
The resulting effect?
Aligned across the committee we decided to collectively own two strategic moments next year...
Together, we own summer
Experience Abu Dhabi is reshaping perceptions of summer, and building on this year’s success to drive summer visitation, our Kids Go Free programme will:
Offer free accommodation, meals, and attraction access for children during summer.
Serve as a high-volume initiative to maximise capacity during traditionally lower-demand months.
Establish Abu Dhabi as a family-friendly destination that thrives year-round.
We unify our approach for Ramadan
As Ramadan shifts into the peak travel period, Abu Dhabi must position itself as the ultimate destination to experience this sacred time.
Showcase a Ramadan experience that reflects the emirate’s culture and traditions while being inclusive.
Shifting perceptions and reinforce that Abu Dhabi is open during Ramadan and offers unparalleled opportunities to connect, reflect, and reconnect.
Drive citywide visitation, increase length of stay, and set the stage for sustained growth into the peak season.
Committee members include:
We tap into the and strategic collaborations
power of brands
Owned brands
enable our mandate
DCT
destination brand
Global IPs
extend our reach & recall
One of the highest concentrations of cultural experiences
The UAE's ultimate winter experience
Building a grassroots love for the game, and a new generation of fans
Establishing Abu Dhabi as a renowned culinary destination
Extending reach into the U.S. market—and beyond
Our media partners help amplify our stories
Reaching new audiences with richer content
Abu Dhabi's
The home of Experience Abu Dhabi in New York City
Cementing Abu Dhabi as the regional hub for combat sports
Building bridges with Boston's iconic team
Creating portals with Tripadvisor
“Partnering with SM&C enabled us to open a digital and visual portal to this incredible destination. Their visionary approach for sharing Abu Dhabi with the world is matched by their passion for data, and bringing it to life in meaningful and tangible ways. Working with them feels like anything is possible, with boundless creativity and a readiness to make extraordinary ideas happen.”
— Christine Maguire, Vice President, Global Head of Sales
Taking flight with Red Bull
“Working with SM&C has been an exhilarating journey so far and we’re excited to dream about our next project. Together, we’ve showcased Abu Dhabi as a place where adventure is always at your doorstep, and we love their ‘no vision too ambitious, no idea too big’ ethos — which perfectly aligns with our own. Watch this space for more viral moments with us!”
—
Maximising Saadiyat’s style with Vilebrequin
"Our collaboration with SM&C has been an extraordinary journey, blending shared values and a passion for excellence. Together, we’ve celebrated Abu Dhabi’s natural beauty, showcasing it as the perfect backdrop for Vilebrequin’s timeless collections. What truly sets this partnership apart is the elegant, professional, and dynamic atmosphere in which it has flourished — a hallmark of both SM&C and Vilebrequin. It’s been a privilege to work with such a dedicated team to achieve something truly memorable."
— Roland Herlory, CEO
Amplifying the NBA Abu Dhabi Games
“We work with DCT Abu Dhabi at a number of levels, and the SM&C Sector has played a hugely significant role in growing a new and passionate fanbase in the region. Beyond the professional level, they’ve helped us connect with youth and inspire a love for the game at the grassroots level, thanks to incredible content, social media integration and their strategic approach to influence. With DCT and SM&C, we’re creating a lasting legacy and building a true home for basketball in the Middle East.”
— George Aivazoglou, Managing Director, NBA Europe and Middle East
Building bridges with the Boston Celtics
"The Boston Celtics are proud to have a destination partner that is so passionate about becoming a world-class centre for sporting excellence. As we tap into new fanbases in the region we are helping establish Abu Dhabi as a new home for basketball in the Middle East. The Celtics and Experience Abu Dhabi... two legacies are coming together to create something extraordinary, and we look forward celebrating huge milestones together."
— Rich Gotham, Team President, Boston Celtics
Sebastian Alvarez, Red Bull Athlete
words in their
20 25 What’s next for SM&C?
The best part...
We're just getting started
The big
4 jobs to be done
Grow the brand
We continue to build global appreciation for our destination through Experience Abu Dhabi
Spotlight
tourism products
Attract key audience segments to Abu Dhabi's known and unknown offerings—to delight and inspire.
Showcase cultural products
We're increasing our efforts to drive awareness and visitation to cultural sites and experiences
Boost overall spend
All of our contributions enhance year-round visitation, hotel occupancy and overall spend
RE COG NI TION
The
work you see in the world is a manifestation of our ambition.
When we set out on our mission a few years ago, we set ourselves the ambition to be a world class, data-driven, performance marketing team with unified storytelling at the core.
World class. It’s a big bold ambition. But to compete with the world’s best you have to aspire to be the best.
Now, SM&C is
The In-House Team of the Year
“What the world doesn’t see is all the effort that goes on behind the scenes to make this happen. Which is why being awarded In-House Team of the Year is so incredibly fulfilling. It is the icing on the cake; a true testament to the team for their passion, commitment and dedication to share Abu Dhabi with the world.”
Nouf Mohamed Al-Bushlaibi Executive Director Strategic Marketing & Communications
The team was also awarded with four other accolades this year:
Be Moved in a Thousand Ways
3 awards for our Saadiyat Cultural District campaign
Best use of Thought Leadership Silver
Best use of Influencer of Brand Ambassador Bronze
Best Corporate Reputation Campaign
20 Summers, One Abu Dhabi
Part of our One Summer Isn't Enough platform Best Campaign in the UAE Bronze
