The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has launched a new international promotional campaign to build upon a destination identity that has already attracted record numbers of guests to the emirate.

The new initiative will be supported by increased worldwide media investment across all channels.

The aim of the new work is to continue raising awareness and interest in Abu Dhabi, and to grow its reputation as a unique leisure, business, and cultural destination by strengthening the message of inspiring experiences and ‘extraordinary stories’.

At the heart of this evolved campaign will be a collection of new brand films showcasing real people living in the emirate who through their own unique lifestyle embody its personality and depth of offer.

The characters are selected to make a connection with certain visitor profiles and encourage travellers to come to Abu Dhabi to create stories of their own.

According to media reports, the first two of these films will feature Fatema Al Hameli, a self-styled ‘Camel Whisperer’ and the first Emirati female to enter her animals into the country’s camel auctions and beauty pageants, and Theo Kekati, a cart-racing teenage ‘Rocket Boy’ well versed in where to find fun and thrills. - TradeArabia News Service