Brand creation and Omni-Channel Marketing
Tourism
The Ask
With all the recent advancements in Abu Dhabi city and the entertainment offerings as a city, it becomes important to also highlight to visitors the rich culture in its attractions like museums, palaces, and forts). Hence, the Department of Culture and Tourism had requested to create a new cultural brand and activate it across various digital channels to increase visits to these attractions.
Key goals:
Increase visits to the cultural attraction
Position the city as a city with rich culture
Provide a 360 view for visitors to access and plan their visits directly online ahead of arriving to the sites and learn all about these attractions.
Results:
The bigger challenge was to digitize these attractions online. There are no clear or defined data online about the sites, the culture of the city, and any details which made it hard for visitors coming to visit Abu Dhabi to know if they exist. By Partnering with Digital agencies I led the complete creation of the digital library using Google-street view, Youtube, and Virtual reality experiences across 35 tourism attractions. In addition, we established an omni-channel experience by activating social channels, creating a new “Abu Dhabi Culture Brand”, CRM system, and develop a mobile app that users can download to plan their trips, learn about the experiences and attractions around, receive promotions, and get relevant recommendations. We have also helped the company onboard Sitecore as the main platform to house all their key marketing channels to provide a holistic experience. Within 6 months timeframe, users organic engagement across the channels has increased, and users included more cultural attractions in their trip planning tool within the mobile app.
