The survey was completed by more than 2,700 people who visited The Essence Collection Exhibition, which travelled to prominent locations around the Emirate of Abu Dhabi throughout May and June 2008.

‘OBAD undertook the survey with visitors to the exhibition as a way for people to express their thoughts, feelings and sentiments about the brand of Abu Dhabi which was launched in November 2007,’ said H.E. Reem Al Shemari, General Manager of OBAD.

‘Our objective with the Exhibition was to showcase the Brand of Abu Dhabi to the people, and to make sure they felt engaged with, and part of, the identity.’

‘Above all, there is a sense that the brand serves as an engagement tool between Emiratis, residents, tourists and visitors – people feel that it bonds communities together, and connects our past with our present.’

Since launching the brand in November 2007 has helped more than 100 organisations across the public and private sector understand and align with the brand of Abu Dhabi. The Essence Collection Exhibition was OBAD’s first initiative to bring the brand to life, for the residents and visitors of Abu Dhabi.

Results showed awareness of the Abu Dhabi brand is higher amongst the population of national Emiratis – with over half of the respondents indicating they were aware of the brand prior to seeing the exhibition. Furthermore 95 percent of total respondents believed the brand accurately reflects attributes of the Emirate.

Survey respondents believe the brand successfully captures a sense of tradition and has a direct link to the legacy of the late Sheikh Zayed. As such, many people feel the Abu Dhabi brand is an important platform to help drive international recognition and awareness of the Emirate’s unique offerings.

Getting Involved with the Abu Dhabi Identity

The roadshow helped to launch the national photography competition ‘Abu Dhabi Through Your Eyes’. The competition invited citizens and residents of the UAE to submit photographs that they believe capture the spirit of the Emirate. Competition winners will have their work selected to be used as part of Abu Dhabi’s evolving visual identity and will also receive a range of prizes.

The competition closed on July 31, 2008, and initial analysis of entries has showed:
• More than 2,000 competition entries were received from over 55 nationalities – representing a diverse range of perspectives and interpretations of Abu Dhabi
• The most popular categories of entries to date (in order of frequency) include: Architecture, Landscape, Heritage and People.

Each of the images we have received has a unique story behind it and reflects Abu Dhabi from different angles and perspectives,’ added Ms Al Shemari.

The move is part of ADAC’s dedicated efforts to align the identity of its two airports, considered to be the major gateways to the Emirate, with that of the city.

Abu Dhabi International Airport (ADIA)

Abu Dhabi International Airport (ADIA) recently unveiled a new look to its Terminal One facility with a range of artwork promoting a ‘Tavellers’ Welcome’ message to millions of airport users, many of whom are transit passengers.

Office of the Brand of Abu Dhabi (OBAD)

Based on the artwork developed by the Office of the Brand of Abu Dhabi (OBAD), the installations reflect the core values Abu Dhabi wishes to project to visitors, transit passengers and residents alike – the value of respect.

They also reflect the hospitality Abu Dhabi wants to portray.

The move is in line with ADAC and OBAD’s efforts to help promote tourism and the city to the seven million plus users of Abu Dhabi airport.

ADAC will replace its Abu Dhabi airports identity with a new and inspiring graphic, which embodies the spirit of the Abu Dhabi brand in line with the tourism authority, which promotes the Emirate around the world.

The airports have been given a distinctive ‘sky blue’ colour to use within the logo.

In announcing the change, HE Khalifa Mohamed Al Mazrouei, Chairman of ADAC, Abu Dhabi Airport owner and operator, commented ‘Many airports lack a distinctive look and could be anywhere; we want Abu Dhabi’s airports to be distinctive and recognizable to the millions of passengers who are visiting the UAE or transiting through the airport.

I am delighted that we have been able to integrate the work of the brand office and interpret it in an interesting way, which enhances the environment of the airport and helps us make our visitors feel more welcome.

Branding the airports in this way will help us convert the millions of people who transit through Abu Dhabi into business and tourist visitors to our city.’

OBAD worked with ADAC to conceptualize the way the new brand could be displayed throughout Abu Dhabi airports.

Phase I, which focused on creating awareness for the new identity, was implemented by ADAC in March 2008 and consisted of a series of artwork installations and signage around the Abu Dhabi airport.

Phase II will see in the coming months the signage and landscaping renewed around the facility.

According to Al Mazrouei, the objective behind the new identity is to provide a strong and recognizable identity that will signal to all airport users that they have arrived in Abu Dhabi.

The branding initiative is part of a full programme of activities undertaken by ADAC to support and help deliver the Abu Dhabi Government’s plan to develop tourism and diversify the economy.

Each year, ADAC appears at major international shows and exhibitions to sell the world the Abu Dhabi success story.

Together with this promotion effort, ADAC also takes each year the ‘Travellers’ Welcome’ message to major aviation conferences and exhibitions around the world.

In 2008, it will play host to two conferences in the Emirate designed to boost aviation to Al Ain in October and in Abu Dhabi in November.

The effort of promoting ‘Brand Abu Dhabi’ is also exercised within the city with ADAC’s sponsorship programme of UAE national students wishing to attend art seminars.

Echoing ADAC’s sentiments, HE Reem Al Shemari, General Manager of OBAD, said ‘As gateway to the Emirate, the airport plays a vital role in shaping visitors’ first impressions of Abu Dhabi and creating exposure and awareness of the Abu Dhabi brand’. Al Shemari added: ‘ADAC and its airports play a vital role in promoting the Abu Dhabi name and brand.

We are delighted with the eagerness and commitment ADAC has demonstrated in adopting the new brand and look forward to working with the organization to ensure the brand essence of ‘respect’ lives in the customer and traveler experience.

‘The new identity style is blue in its principal form. OBAD developed the brand using a new color, Desert Sky. It was selected for the Abu Dhabi icon to link the brand to aviation.