LIWA Village

Avantgarde Middle East

Client: Department of Culture and Tourism, Abu Dhabi.

The LIWA Festival aimed to expand its target market from thrill-seekers to families, children, and regional visitors for its December 2022 event. To achieve this, we created LIWA Village, an oasis city in the heart of the Liwa Desert, merging Emirati heritage with the future of motorsports to offer an elevated getaway experience. The village became the central attraction during the festival, offering food, shopping, entertainment, and relaxation against a backdrop of music, art, fashion, and culture.

To generate awareness and drive sales, we implemented a comprehensive omni-channel marketing campaign. This included traditional media buying, strategic B2B partnerships, collaborations with regional and international influencers, and high-profile artists. Notably, we partnered with Fuel Fest, featuring celebrities like Tyrese Gibson, Ludacris, and Steve Harvey, to promote and attend the event. The results were remarkable: we collaborated with 178 influencers, secured major celebrity endorsements, received extensive media coverage, and achieved a significant social media reach of 25.3 million with 148,000 social clicks. The festival surpassed expectations with a total footfall of 78,511 visitors, and LIWA Village successfully integrated itself into the LIWA Fest Calendar, slated to return in the Winter of 2023. The campaign not only achieved its objectives but also emphasized the Liwa Desert as an iconic heritage site and a must-visit destination for people from all walks of life.