Sydney-based creative agency Radar has won the local online ad account for Abu Dhabi Tourism.
The win will see Radar develop multi-channel online campaigns and microsites, one to target consumers with the other business-to-business (B2B) work designed to appeal to travel agents.
Andrew Robertson, director of the Surry Hills agency, said Radar will aim to differentiate Abu Dhabi from other United Arab Emirates (UAE) destinations by positioning it as luxurious and adventurous.
“The core campaign thought ‘How would you spend 96 hours in Abu Dhabi?’ encourages consumers to engage with the destination and think about how they would spend 96 hours (4 days) in this amazing destination,” Robertson said.
“A competition allows entrants to explore and build their own dream 96 hour itinerary from a range of experiences, with all entrants having the chance to win a feature packed holiday in Abu Dhabi.”
Meanwhile, the B2B activity will revolve around a trade microsite and a separate, trade only, competition.
The campaigns are scheduled to kick off in early March.