Campaign details

Brand: Louvre Abu Dhabi
Brand owner: ADTCA
Lead agency: TBWA\RAAD
Country: United Arab Emirates
Industries: Museums, attractions, libraries
Media channels: Outdoor, out-of-home, Radio & audio
Budget: Up to 500k

Executive summary

Louvre Abu Dhabi, the first Universal Museum in the Arab world, opened its doors in November 2017. The opening month saw positive footfall. Two months later, the museum was facing a cultural challenge, as the population of the UAE is not interested in visiting museums.

Deciphering UAE residents' behaviour in the country and while travelling to museum cities, a truth was discovered: UAE residents are not into museums, not because they don't love them, but because they don't know them.

The strategy boiled down to one question: how do we give a sample of the museum?