Sydney agency Radar appointed to Abu Dhabi Tourism’s local account

Creative agency Radar has been appointed to the online advertising account of Abu Dhabi Tourism locally.

The announcement:

Surry Hills based creative agency RADAR is feeling more than just the summer heat, recently winning Abu Dhabi Tourism’s local online advertising account.

The win involves the creation and development of two streams of communications, B2C (travelers) and B2B (travel agents), and covers multi-channel online advertising and microsites for both. After commencing strategy work and a first phase market test in mid-December last year, which outperformed all KPI’s, the full campaign is set to launch in early March.

RADAR Director Andrew Robertson says, “Coinciding with a massive investment in infrastructure and tourism by the United Arab Emirates, Abu Dhabi is fast emerging as one of the world’s most exciting holiday destinations for 2013. To differentiate Abu Dhabi from other Arab emirates we’re positioning it around luxurious, adventurous and cultural experiences, with a long term goal to increase the number of Australian visitors and the average length of stay.”

“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. 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.

The B2B campaign will revolve around a trade microsite with a trade only competition, engaging and educating agents as to all Abu Dhabi has to offer.

Thanks to the success of the first phase of the campaign, the full campaign is due to launch on 1 March 2013.

Source: Radar press release



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