Conception of the site including the competition mechanic and social networking integration. Site mapping and wire frames, Art Direction for all page designs and supporting online ads.
Abu Dhabi Tourism wanted to increase repeat visits, and entice business travellers to extend their trips and explore what their country has to offer.
We identified a lack of concise tailored content available for the time-stretched business traveller and set out to create a portal where they could explore the iconic sites of Abu Dhabi. Targeted marketing drove traffic to the site.
A key challenge was to harness the repeat visitor. We devised a competition to encourage participating members of the extensive expat community to be ambassadors for tourism. The requirements were to share their experiences of Abu Dhabi while with loved ones, friends and family, in the form of photographs.
The site launch was phased, with targeted marketing in sync with ‘Icons' articles being released on the site to showcase Abu Dhabi's offerings, culminating in a competition calling for photo submissions that, in conjunction with sourced sponsors, would win two people an all- expenses paid trip to Abu Dhabi including luxury accommodation meals and excursions.
400 applications were shortlisted and one couple won the prize.
Following the success and increased attention garnered from the campaign and competition we were asked to do a refresh a year down the line. Using a simpler method of multiple choice with the answers being found in the body of the site we harnessed over 850 entries.
The campaign involved liaising with a truly worldwide team to make everything happen. This included our server support in Atlanta, Development team in South Africa, the Client in Abu Dhabi and my team in London.