The Abu Dhabi

The Abu Dhabi Getaway

How did we put this brand in pole position?

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A once-in-a-lifetime, director-level incentive trip was requested. The pressure was on to deliver a white-hot event in the depths of winter.

The Challenge

The client wanted a director/senior management-level incentive trip for well-travelled, high-net-worth individuals. They wanted intrigue and adventure, and a unique experience in a new and relatively unexplored destination for the group. The trip had to take place in January and February, and a warm climate was on the wishlist.

The BIG idea

We pitched Abu Dhabi – an incredible, sophisticated location that matched the criteria and appealed to the group of discerning travellers. Abu Dhabi is quiet at this time of year but this gave us the freedom to be creative and meant we could put together an itinerary featuring unique venues and exclusive experiences. It also meant that, using our local partners, we could arrange a once-in-a-lifetime event for the group.

The Highlights

The group was given an experience of a lifetime – powering Aston Martin GT4s around the must-visit Yas Marina Circuit. The driving lasted into the evening, with the track lights coming up as the sun set. Dinner was VVIP – a BBQ on the terrace of the Red Bull Pit Lane Villa (Yas Marina doesn’t do team garages), which looks out over the marina and hotel around which the track snakes. The group also enjoyed exclusive hospitality at the Monte Carlo Beach Club, a private tour of the extraordinary Sheikh Zayed Grand Mosque and post-dinner drinks on the roof of the Yas Viceroy Hotel.

The Upshot

The event campaign drew a lot of attention in the channel, providing valuable mindshare. Sales targets were exceeded during the run-up period to the trip and new leads were secured while the event was taking place. This momentum was maintained following the event. In Abu Dhabi, the client gained valuable face time with key personnel connected to their largest customer accounts. Feedback on the campaign and event was exceptional, strengthening brand engagement in the channel.

The campaign generated a 21% YoY uplift
with a 12% YoY uplift post-event