To develop a brand photographic library for Abu Dhabi Tourism Authority that captures the essence of the brand positioning, 'Travelers welcome'.

Abu Dhabi is the capital of the United Arab Emirates. The notion of ‘respect’ is brought to the centre of the brand identity, and aims to appeal to an audience that has misconstrued Abu Dhabi againstthe backdrop of the world political climate and it’s neighbouring countries.

Abu Dhabi Tourism Authority (ADTA), which manages Abu Dhabi emirate's tourism industry, which has won the 'Best Destination Marketing Award' an industry awards programme operated by Travel Weekly China.The awards, which result from a readers' poll followed by judging by an appointed panel of experts, recognise the 'best-of-the-best' enterprises in China's travel, meetings and incentive industry both inbound and outbound. ADTA was also short listed among the top three nominees for the 'Best Meetings & Incentive Destination Marketing.'

The brand photography library consists of over 50 images that have been applied across all brandtouchpoints including press advertising, environmental graphics, website and print collateral.This second phase of the brand photography portrays the truthful and intimate Bedouin culture that is still a way of life today in Abu Dhabi - one of the youngest nations born of a truly ancient past.