Louvre Abu Dhabi: Highway Gallery

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

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...

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