Gateways to Abu Dhabi to promote city to millions of passengers
Abu Dhabi, United Arab Emirates - As part of an ongoing branding initiative to promote Abu Dhabi to millions of airport users, Abu Dhabi Airports Company (ADAC) has launched a new distinctive identity for both its international airports in Abu Dhabi and Al Ain that connects it to the brand of Abu Dhabi. 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) 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. 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.
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About the Office of the Brand of Abu Dhabi (OBAD)
The Office of the Brand of Abu Dhabi was established by an Executive Council resolution in August 2007 to create and manage a brand identity for the entire Emirate of Abu Dhabi. OBAD is the patron and guardian of the brand and is mandated to oversee its successful rollout across the Emirate. OBAD assists government and private sectors that have an impact on the reputation and economic prosperity of Abu Dhabi to understand the brand and its objectives, and provides guidance on its implementation.
About Abu Dhabi Airports Company (ADAC)
Abu Dhabi Airports Company, ADAC, is a public joint-stock company wholly-owned by the Abu Dhabi Government. It was incorporated by Emiri Decree No. 5 of 2006 to spearhead the development of the Emirate's aviation infrastructure. ADAC has officially taken over the operation and management of Abu Dhabi and Al Ain international Airports. Its mandate is to re-develop and expand the Abu Dhabi International Airport, which includes the new midfield terminal, which is designed to increase the overall capacity of the airport to 20 million passengers by 2011.
For more information, please contact:
Press Office, ADAC - Abu Dhabi Airports Company
P.O. Box: 94449, Abu Dhabi, U.A.E
Tel: +971 2 505 3482
Fax: +971 2 75 8300
Mobile: +971 50 13 3145
Email: achupea@adac.ae
© Press Release 2008
