Prophet Develops Destination Brand and Campaign for Abu Dhabi Department of Culture and Tourism

November 28, 2022

DUBAI – Leading growth and transformation consultancy Prophet announced today the launch of the destination brand and campaign for the Abu Dhabi Department of Culture and Tourism (DCT).  

Armed with the desire to position Abu Dhabi as more diverse and progressive and to better promote the emirate’s heritage and culture, DCT engaged Prophet to design a destination brand and campaign that inspires, excites, restores and welcomes the world to enjoy its unique offering.  

“Abu Dhabi has been developing rapidly and it was our job to tap into the essence of this fascinating place and design a brand and campaign to share with the world,” said Jessica Holdcroft, partner at Prophet who led the strategy on the project. “We took a customer-centric, data-led, approach to develop the brand, starting with a deep immersion in all that Abu Dhabi has to offer – both the tangible and the intangible – and to see first-hand the diversity of experiences on offer.” 


The new campaign: “Experience Abu Dhabi. Find Your Pace.” has now been unveiled in Abu Dhabi, the GCC, France, the U.K. and the U.S. Celebrating its Emirati heritage while seamlessly connecting the living culture offered by the Saadiyat Cultural District – home to the Louvre Abu Dhabi – and Yas Island’s exciting theme park and waterfront attractions. The destination campaign welcomes the world to enjoy Abu Dhabi’s enriching experiences, at their own pace.  

“From the positioning and messaging to the verbal and visual expression, the campaign was designed to support Abu Dhabi’s growth ambition to be among world-class destinations of choice,” said Clive Rohald, partner and executive creative director at Prophet. “In order to bring the new tourism destination positioning to life, we crafted a bespoke logotype reflecting nuances of Arabic calligraphy with a strong editorial aesthetic, a more human-centric, natural, reportage-oriented image library, a broad colour palette reflective of visitor passions and a suite of ‘connective’ graphics reflecting ‘connectedness’, pace and rhythm.”  


About the Department of Culture and Tourism – Abu Dhabi 

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi’s culture and tourism sectors and its creative industries, fuelling economic progress and helping to achieve Abu Dhabi’s wider global ambitions. By working in partnership with the organisations that define DCT Abu Dhabi’s position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of its potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture, tourism and creative industries. 

DCT Abu Dhabi’s vision is defined by the emirate’s people, heritage and landscape. It works to enhance Abu Dhabi’s status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought. 

About Prophet

Prophet is a growth and transformation consulting firm that helps leaders unlock uncommon growth. The type of growth that isn’t just bigger, more profitable or faster. It’s rich with possibility and aligns with where the world is now — and where it will be tomorrow. Uncommon growth is purposeful, transformative and sustainable.

With 15 global offices and nearly 700 strategists, data analysts, marketers, digital experts and creatives, Prophet has worked with the world’s most successful companies, including CVS Health, Home Depot, Marriott, Netflix, Electrolux and UBS, partnering with them from strategy to in-market execution. Our teams are committed to partnering with clients to develop solutions that drive lasting impact and help move society forward.