Two million Russian-speaking tourists were visiting the UAE annually, but 90 percent defaulted to Dubai. Abu Dhabi had a world-class offering but a fraction of the attention. In response, Yango Ads and the Department of Culture and Tourism–Abu Dhabi developed a highly targeted, data-driven tourism strategy designed specifically for audiences across the CIS market.
The campaign resulted in a 13 percent increase in flight and hotel bookings. Hotel revenues in Abu Dhabi grew a record-high 19.5 percent year-on-year in 2025. Yango’s own research confirmed that over 48 percent of tourists were influenced by targeted advertising, establishing a direct line between media investment and economic impact.
Name of Campaign: Abu Dhabi Tourism Growth Campaign
Brand Name: Department of Culture and Tourism – Abu Dhabi
Agency: Yango Ads
Production Company: Not specified
Awards: Nominated for The Drum Awards in Digital Experience and Travel categories
