MASTERCLASSING

Abu Dhabi goes 360 to attract affluent visitors

David Murphy

Abu Dhabi’s Department of Culture and Tourism has launched a 360 video experience, offering users the opportunity to virtually explore some of the biggest tourist attractions in Abu Dhabi.

Created by RYOT Studio, Verizon Media’s in-house creative technology unit, in partnership with Spark Foundry UK, the branching narrative within the video places the user at the heart of the experience, allowing viewers to discover key attractions and decide which landmarks in Abu Dhabi they want to visit.

While watching the video, consumers can view the locations in 360, either via click and drag if on desktop, via gyro motion if on mobile, or via a mobile-powered VR device such as VR Cardboard. The VR experience allows the viewer to virtually ride the world’s fastest rollercoaster; travel by camel in the desert; kayak through the Mangrove National Park and gaze at the incredible architecture of the Sheikh Zayed Grand Mosque. By promoting these local attractions via a 360 virtual adventure, RYOT Studio is looking to excite affluent travelling audiences.

Using a combination of mobile, video and native ad placements distributed across Verizon Media’s owned and operated and ad tech platforms to drive consumers to the experience, the campaign will use the powerful combination of great technology, content and data to maximise the opportunities to reach the right audiences.

Mark Melling, head of RYOT Studio EMEA said: “RYOT Studio is committed to crafting custom content that has a fresh perspective on the human experience, using the newest and most ground-breaking technologies to create and distribute content at scale. This video experience shows what Abu Dhabi has to offer tourists from its culture, adventure and relaxation, highlighting that it’s not just a stop-over, it’s a destination in and of itself.”
The campaign is now live here and runs until the end of February.

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