Campaign details

Brand: Louvre Abu Dhabi
Brand owner: ADTCA
Lead agency: TBWA\RAAD
Country: United Arab Emirates
Industries: Museums, attractions, libraries, Destinations and locations
Media channels: Outdoor, out-of-home, Radio & audio, Public relations
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 a 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?'