Abu Dhabi Tourism Authority Design & Branding ABU DHABI BRAND PHOTOGRAPHY by RE Australia

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Industry Destinations (Countries & Places), Travel Agencies, Tour Operators & Travel Services
Media Design & Branding
Market Australia
Agency RE Australia
Creative Director Michael Andrews, Simon Hong
Photographer Frédéric Lagrange
Released April 2010

Credits & Description

Category: Design Photography
Product/Service: ABU DHABI TOURISM
Agency: RE
Date of First Appearance: Apr 2 2010
Entrant Company: RE, Sydney , AUSTRALIA
Creative Director: Michael Andrews (M&C Saatchi, Sydney)
Creative Director: Simon Hong
Photographer: Frédéric Lagrange
Media placement: Brand Photography - Brochure - 19 April 2010

Describe the brief from the client
To develop a brand photographic library for Abu Dhabi Tourism Authority that captures the essence of the brand positioning, 'Travelers welcome'.

Describe the challenges and key objectives
Abu Dhabi is the capital of the United Arab Emirates. The notion of ‘respect’ is brought to the centre of the brand identity, and aims to appeal to an audience that has misconstrued Abu Dhabi against
the backdrop of the world political climate and it’s neighbouring countries.

Describe how you arrived at the final design
The brand photography library consists of over 50 images that have been applied across all brand
touchpoints including press advertising, environmental graphics, website and print collateral.

This second phase of the brand photography portrays the truthful and intimate Bedouin culture that is still a way of life today in Abu Dhabi - one of the youngest nations born of a truly ancient past.

Give some indication of how successful the outcome was in the market
Abu Dhabi Tourism Authority (ADTA), which manages Abu Dhabi emirate's tourism industry, which has won the 'Best Destination Marketing Award' an industry awards programme operated by Travel Weekly China.The awards, which result from a readers' poll followed by judging by an appointed panel of experts, recognise the 'best-of-the-best' enterprises in China's travel, meetings and incentive industry both inbound and outbound. ADTA was also short listed among the top three nominees for the 'Best Meetings & Incentive Destination Marketing.'