Case study · Events and tourism · Abu Dhabi · 2025 · with Seven Media
A new festival, on the map from its first Friday.
Launch communications in English and Arabic for a new festival on the Al Dhafra coast, hosted by the Abu Dhabi Investment Office and delivered with Seven Media.
languages for every release, English and Arabic
from Abu Dhabi, to a beach most of the capital had never visited
outlets carrying the opening, from Aletihad to Fact Magazine
The challenge
Far from the city, and new to everyone.
A new festival 150km west of Abu Dhabi that most of the capital had never heard of. It needed to be on people's weekend plans from its first Friday.
What we did
Heritage, makers and the sea.
Working with Seven Media, the festival's appointed agency, we led launch communications in English and Arabic for the February 2025 opening, hosted by the Abu Dhabi Investment Office. The story was built around Emirati heritage, local makers and family weekends by the sea, with a hospitality programme that brought media to Al Mugheirah Beach.
Not a day out. A reason to drive west.
The results
From the Abu Dhabi Media Office to the weekend guides.
Feb 2025
The opening runs in Aletihad and through the Abu Dhabi Media Office, in English and Arabic.
Feb 2025
Curly Tales, Platinumlist and Fact Magazine carry the festival as a weekend plan.
In pictures
