Abu Dhabi Summer Season,
from June 5th-August 31st, 2014
hosted by Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi)
featuring headline, blockbuster international theatre, ballet, comedy,
regional film premieres, World Cup extravaganzas and a host of
locally-produced activities in hotels, malls and attractions
The authority has teamed up with leading event organisers to deliver a programme jam packed with
loads of action, performances by artists from throughout the Middle East, Russia and the USA,
live kids’ shows and many more activities to ensure Abu Dhabi Summer Season
caters to the needs of the entire family.
To promote this excellent opportunity in the India market, TCA Abu Dhabi’s India
office has teamed up with four travel partners namely – Expedia, TUI India, Bonton Tours Pvt. Ltd.
and Mercury Travels Limited. All four partners will be carrying out a series of activities
spanning the entire summer in India.
With TUI India, there is a rather elaborate on-ground campaign plan in place.
There is a month- long mall branding exercise at Select City Walk, Delhi along with
store branding for two of TUI’s flagship retail stores
in Delhi and Mumbai.
Bonton Tours, on the other hand, has targeted tier-II cities for this promotion.
It conducted a 15-city exclusive Abu Dhabi roadshow to promote the
destination among trade partners in tier-II cities.
“The ‘Abu Dhabi Summer Season’ campaign showcases the various experiences for
and sports events,” says Ashwini Kakkar, Executive Vice-Chairman, Mercury Travels.