Case Study: Department of Culture and Tourism in Abu Dhabi achieves global destination brand impact with Prophet

Department of Culture and Tourism in Abu Dhabi drives 2B+ impressions with Prophet

The Department of Culture and Tourism (DCT) in Abu Dhabi engaged Prophet to help the emirate move beyond its reputation as a quieter counterpart to Dubai. The challenge was to position Abu Dhabi as a distinctive, world-class destination brand to encourage deeper visitor engagement, support economic diversification, and present a more open and progressive image globally.

Prophet developed a comprehensive destination brand strategy and identity, culminating in the "Experience Abu Dhabi. Find Your Pace." campaign. The solution included a new brand positioning, visual system, and a global campaign targeting six traveler segments. Prophet's work generated over 2 billion impressions, 236 million video views, and 117 million clicks, significantly outperforming global destination marketing benchmarks and providing a clear framework for attracting visitors.

Department of Culture and Tourism (DCT) in Abu Dhabi