In collaboration with the Department of Culture and Tourism Abu Dhabi, Travel + Leisure India & South Asia launched a 3-part campaign aimed at rediscovering the gems of Abu Dhabi. The campaign included a multi-influencer strategy across 3-4 months, bringing in unique perspectives from editorial, celebrity, and influencer-driven content. The campaign delivered multiple forms of media, including print articles, ads, native stories, banners, social content, and takeovers. Influencer marketing played a crucial role in the campaign, featuring three leading celebrities and influencers - Rashmika Mandanna, Chef Anahita Dhondy, and Akush Bahuguna.
The main challenge was to showcase Abu Dhabi as a destination beyond its traditional tourism appeal, while engaging a wider target audience. To overcome this challenge, the brand had to create unique and engaging content, utilizing a multi-influencer strategy to reach a diverse range of audiences.
The 3-part campaign focused on rediscovering the hidden gems of Abu Dhabi, highlighting different aspects of the destination. The first part featured Travel + Leisure India & South Asia's hot list of the best things to do in Abu Dhabi. The second part showcased Bollywood star Rashmika Mandanna's love for the beaches of Abu Dhabi. The final part featured expert Influencer-Chef Anahita Dhondy taking viewers on a visual journey across the destination, along with travel influencer Ankita Kumar and entertainment content creator Ankush Bahuguna.
The brand also included 2 additional lifestyle campaigns, including the Philips Garment Steamer for Travellers with Blogger Ankita Kumar and a Travel + Leisure India & South Asia October '22 cover collaboration with John Jacobs and Rashmika Mandana.
Through the campaign, the brand was able to gain over 30 million reach. Native articles, digital campaigns, and social media initiatives were successful in securing a wide range of target audiences. The use of multiple influencers enabled the brand to reach a diverse range of audiences, which was critical in promoting the destination beyond its traditional tourism appeal.