Abu Dhabi Tourism & Culture Authority was keen to increase awareness of Abu Dhabi as a holiday destination, educate UK travellers as to what the region has to offer and, ultimately, drive bookings via a preferred tour operator.
We chose to partner with The Mail online and Mail on Sunday as it offers the ideal demographic – affluent readers who can afford a luxury holiday to the Middle East – has a high circulation, and operates across print and online.
- 18% of all overseas holidays and short breaks (6.6 million) taken by the UK public are Daily Mail or Mail on Sunday readers.
- 750,000 Mail and MailOnline readers are interested in holidaying in the Middle East (excl. Dubai) in the next 12-24 months
Over four weeks we held a campaign across The Mail on Sunday and Mail Online with high impactful formats to showcase the beauty and diversity of Abu Dhabi as a destination and which redirected the user to a bespoke microsite.
As part of the campaign, we included a competition with various pre-promote print adverts and editorial puffs driving traffic to the bespoke microsite. The client was able to connect with their key audience and gain insight into their habits and interests.