Case study: ABU DHABI

The Department of Culture and Tourism Abu Dhabi launched its South Africa office in March 2015, with Big Ambitions tasked to run all communications and PR on behalf of the brand in South Africa. This included generating awareness for the destination and stakeholders in Abu Dhabi among the local travel trade and consumers.

Strategy and Tactics

When Big Ambitions commenced the project, the destination brand of Abu Dhabi was overshadowed by its Dubai counterpart, which had been operating in the market for many years. In addition to several press trips hosted over the years to Abu Dhabi around the themes of family, golf, culture, food and adventure, Big Ambitions also embarked on a robust content marketing process, creating unique content around the brand pillars of Abu Dhabi for travel industry platforms, as well as mainstream press.


Big Ambitions consistently exceeded the AVE target given by DCT Abu Dhabi, generating over US$406k in coverage for Abu Dhabi in 2016 and almost US$460 in 2017. Big Ambitions hosted, among other press, Sunday Times, Beeld, Rapport, Business Day, AA Traveller, Travel News Weekly, Rooi Rose, GQ, Taste Magazine and Intrepid Explorer on press trips to experience the destination.

But don’t take our word for it…

“Big Ambitions works in a very structured, meticulous and results-driven manner. They consistently deliver, are dynamic and knowledgeable. The team is a pleasure to deal with.”

Jane Davidson, Development Promotions (representing DCT Abu Dhabi in South Africa)


Beeld - Abu Dhabi
House & Leisure
Taste Magazine
Your Family

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