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LIWA 2025 Invites You to Experience the Ultimate Winter Festival

20/12/2024
Advertising Agency
Dubai, United Arab Emirates
45
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Experience Abu Dhabi and Serviceplan Group Middle East have launched a new campaign for the Liwa International Festival 2025

Experience Abu Dhabi, the destination brand of the  Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), has launched its new  campaign for the Liwa International Festival 2025 (LIWA 2025) – the UAE’s ultimate winter  experience. Under the theme 'Passion in the Spotlight,' the campaign invites families,  motorsport fans, and culture lovers to experience the festival’s vibrant lineup of events and  adventures. 

Led by a cinematic brand film, the campaign brings the essence of the festival to life for regional audiences, showcasing its unique blend of heritage, adventure, and culture. The film gives  viewers a glimpse behind-the-scenes of this epic event while spotlighting key highlights such  as horse racing, motorsport stunts, fireworks, hot air balloons and more.

Liwa International Festival has been a hotspot for motorsport enthusiasts for many years and  LIWA 2025 is more diverse than ever, offering a unique blend of experiences for visitors of all  ages and interests. From the Buggy Torque Challenge and the Moreeb Dune Car  Championship for thrill-seekers to hot air balloon rides and the Liwa Village Souk for families,  the festival showcases and celebrates the regional culture with its curated lineup. 

The LIWA 2025 campaign showcases how the festival turns into a global celebration for  adventure seekers, families, and culture enthusiasts alike. From the Buggy Torque Challenge  and Moreeb Dune Car Championship for thrill-seekers to the Liwa Village Souk and Hollywood  Circus for families, catering to a diverse number audience of interests while celebrating the  cultural vibrancy of the Al Dhafra region.

“It’s no longer just about motorsports,” said Andre Couto, creative director at Serviceplan  Middle East. “Liwa has become a vibrant stage where every passion comes alive – whether  you’re seeking adrenaline-fueled adventure or a memorable family fun experience. This  festival is all about sparking a sense of wonder and discover something extraordinary, while  celebrating the people who bring it to life.”

Through this campaign, Experience Abu Dhabi highlights its commitment to showcasing the  emirate as a diverse and dynamic destination where heritage and adventure blend with the  warmth of family gatherings, set against the breathtaking desert landscape, all surrounding the  iconic Tal Moreeb, the UAE’s tallest dune, towering 300 meters high. 

A Festival of Firsts 

For the first time, LIWA 2025 brings new experiences like the Shams Liwa Ferris Wheel and  hot air balloon rides, adding to the magic of the festival. Alongside these additions,  festivalgoers can enjoy live music, indulge in authentic Emirati flavors, and take in the magic  of the desert at night. These fresh elements highlight the festival’s evolution into a must-visit  winter destination for both local and international audiences. 

The Role of Storytelling in Marketing 

With breathtaking visuals, heartfelt storytelling, and cutting-edge production, the film offers a  glimpse into the heart of LIWA 2025. Developed in collaboration with Serviceplan Middle East  and production house Déjà vu, the film underscores Abu Dhabi’s dedication to innovation in  storytelling, creating a strong emotional connection with its audience. 

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