Abu Dhabi Tourism & Culture Authority team up with Manchester City as part of global
‘Your Extraordinary Story’ Destination Campaign
Premier League Team’s US Tour a Launchpad for New Destination Promotion Competition
Abu Dhabi, UAE – 9th August 2017: Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) made a big impression in the United States in July, as it kicked off a new major international promotional push, the latest initiative in its ongoing global destination campaign.
The campaign, entitled Your Extraordinary Story, promotes Abu Dhabi as a location with a wealth of stories to share, where anyone who experiences the emirate gets to take away with them lifelong memories of unique experiences.
TCA Abu Dhabi’s ongoing partnership with Manchester City is enhancing this campaign, further boosting the destination’s profile by tapping into the global appeal of football and the intrinsic passion that fans have for sharing stories and experiences. The springboard was the team’s recent pre-season tour to the United States.
Manchester City’s pre-season schedule saw the team play against local rivals Manchester United, UEFA Champions League winners Real Madrid and Premier League runners-up Tottenham Hotspur in Houston, Los Angeles and Nashville.
And, as tour sponsors, TCA Abu Dhabi used the three high-profile matches, for which the team wore specially-branded Visit Abu Dhabi shirts, to launch the season-long Extraordinary City Story campaign, which asks fans to share their own favourite memories and stories about being Manchester City fans, with the chance of winning an ‘extraordinary’, all-expenses paid trip to the UAE capital as a grand prize.
To kick-start the competition, TCA Abu Dhabi made sure US fans had some new ‘extraordinary stories’ to take away with them with some exclusive fan-focused events before the games in each city.
In Houston, TCA Abu Dhabi organised an exclusive ‘Morning with Paul Dickov’ event for fans – where the former Man City striker shared his own experiences in an intimate Q&A session – before delighting the crowd with a surprise appearance by first XI stars Kevin De Bruyne, David Silva and John Stones, as well as up-and-coming talent such as Brahim Diaz and Daniel Grimshaw.
Fans and players alike then took the opportunity to share their own ‘Extraordinary City stories’ online, with supporters such as Houston resident Martin Prendergast, an expat DJ originally from Manchester, Australian Patrick Holley from Sydney, and Ericha Fabay from San Jose, California all now in with a chance of winning the grand prize of a trip to Abu Dhabi.
In Los Angeles, super City fan Luke Kitaj won the chance to watch City play Real Madrid after sharing his own extraordinary City story as part of the competition, getting to meet City star Fernandinho as part of his TCA-Abu Dhabi-organised prize.
And in Nashville, TCA Abu Dhabi dropped in on the winners of a previous Manchester City competition, Alisha and Eric Coleman, who won a trip to Abu Dhabi in 2015, to delight them even further with another ‘extraordinary’ experience, tickets to the Tottenham Hotspur game and signed City shirts.
The Extraordinary City Story campaign is set to continue all season, with fans needing only to share their most ‘extraordinary’ memory of being a City fan using the hashtag #ExtraordinaryCityStory to be in with a chance of winning.
As well as having the opportunity to land the grand prize using the hashtag #ExtraordinaryCityStory, fans can double their chances of winning by visiting extraordinarycitystory.com.
For more details of Abu Dhabi as a destination see: visitabudhabi.ae
About Abu Dhabi Tourism & Culture Authority
Abu Dhabi Tourism & Culture Authority conserves and promotes the heritage and culture of Abu Dhabi emirate and leverages them in the development of a world-class, sustainable destination of distinction which enriches the lives of visitors and residents alike. The authority manages the emirate’s tourism sector and markets the destination internationally through a wide range of activities aimed at attracting visitors and investment. Its policies, plans and programmes relate to the preservation of heritage and culture, including protecting archaeological and historical sites and to developing museums, including the Louvre Abu Dhabi, Zayed National Museum and Guggenheim Abu Dhabi. The authority supports intellectual and artistic activities and cultural events to nurture a rich cultural environment and honour the emirate’s heritage. A key authority role is to create synergy in the destination’s development through close co-ordination with its wide-ranging stakeholder base.