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Washington DC is moving with Abu Dhabi with 150 taxis taking the emirate’s name across the US capital. The ‘Follow That Cab’ promotion is part of a wider campaign initiated by Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) to build awareness of the destination in the wake of the launch of Etihad Airways’ daily, direct service from Washington, DC to the UAE capital.
“The tactical taxi promotion is expected to reach over half the district’s 590,000 residents during a four week roll-out,” said Khalid M. Hadi, Executive Director Marketing & Communications, TCA Abu Dhabi.
The ‘Capital-To-Capital’ campaign also sees the top-rated ABC-7 International Weather Forecast, airing daily during the Emmy-award-winning Good Morning America TV show, being brought to the audience by TCA Abu Dhabi for the next two months.
“Our estimates are that this will generate over 1.2 million impressions,” said Hadi. “The ABC 7 partnership includes Abu Dhabi branding onscreen during the forecast, the destination weather outlook in the segment followed by a 30 second brand commercial airing daily Monday-Friday.”
Meanwhile, TCA Abu Dhabi is planning to launch tactical offers featuring attractive four nights Abu Dhabi packages targeting the DC metro area.
“Washington, DC, as the seat of the US government and part of the Northeast Corridor, was already a key market for us. DC’s affluence, plus the strong G-to-G and trade relations between the UAE and US government, makes this a natural source market for us. Etihad’s new service greatly strengthens our access to the North American market where we see leisure, corporate and MICE business potential,” said Mubarak Al Nuaimi, Director Promotions & Overseas Offices, TCA Abu Dhabi.
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