Showcase Abu Dhabi’s unique history, culture, and attractions to multiple core markets, each with its own interest-driven audience subsets and different barriers to travel.
Research identified growth opportunities for consideration, intent, and conversion. A global partner could efficiently target audiences at scale with market - relevant, funnel-targeted content.
National Geographic identified three content themes to capture the full breadth of Abu Dhabi’s proposition—Nature & Action, Urban & Culture, and Craft & Relax. Three National Geographic Explorers brought the themes to life through song, mixed media art and creation of a 50-foot mural in Reem Central Park.
Average dwell time was over 7 minutes, indicating a highly engaged and qualified audience.
Over 84M+ impressions (over-delivery of 126%) and more than 8.1M+ completed video views.
72% of 118,337 IG story poll participants selected nature as their primary interest.