LIWA Village

Avantgarde Middle East

Client: Department of Culture and Tourism, Abu Dhabi.

The LIWA Festival, organized by the DCT, aimed to expand its target market from thrill-seekers to families, children, and regional visitors for its annual event. The main objective was to emphasize the Liwa Desert as an iconic heritage site and an attractive getaway destination for people from all walks of life. To achieve this, the LIWA Village was conceived—an oasis city in the heart of the Liwa Desert that offered a holistic experience combining retail, entertainment, and Emirati culture.

A core team of 8 marketers played a pivotal role in making the LIWA Village a resounding success. They implemented an omni-channel marketing campaign, combining traditional methods like media buying and B2B partnerships with collaborations with regional and international influencers/artists. The team also utilized social media platforms, growing the LIWA Instagram page from zero to 7,000 followers within just two weeks. The results were outstanding, with a total footfall of 78,511 visitors over three weeks, including a sold-out final weekend. The campaign secured collaborations with 178 influencers, including Hollywood superstars Tyrese, Ludacris, and Steve Harvey. The social media reach exceeded 25.3 million with 148,000 social clicks, and the campaign generated an impressive PR value of 10.2 million. The festival's excellence was recognized by His Highness Sheikh Hamdan Bin Zayed Al Nahyan, who honoredably requested an extension of the event for another week. The LIWA Village campaign showcased effective problem-solving and strategic execution, establishing the event as a standout attraction in the region.