Campaign details
Brand: Louvre Abu DhabiBrand owner: ADTCALead agency: TBWA\RAADCountry: United Arab EmiratesIndustries: Museums, attractions, librariesMedia channels: Outdoor, out-of-home, Radio & audioBudget: 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...