Case Study: Abu Dhabi boosts business‑traveller engagement and web traffic with LinkedIn Marketing Solutions

Targeted video campaign encourages business travellers to explore Abu Dhabi

The Department of Culture and Tourism – Abu Dhabi (DCT) set out to position Abu Dhabi as a luxury destination and convince business travellers to extend stays beyond conferences. To do that it needed deeper audience insight to learn which experiences would most appeal to segments such as senior executives, high‑net‑worth individuals, career changers and travel/media influencers.

DCT produced a series of “made in Abu Dhabi” experiential videos for two core groups—business travellers and culture vultures—and used LinkedIn Website Demographics, sponsored video/content and A/B testing to precisely target and retarget the most relevant audiences. The campaign boosted website and engagement metrics (45% month‑on‑month uplift in company page visits) and outperformed travel benchmarks with video completion +47%, click‑through rate +56%, engagement +22% and view‑through +47%, while delivering insights for future campaigns.

Abu Dhabi

Ali Al Shaiba

Executive Director of Tourism and Marketing Department of Culture and Tourism