Transforming Chris Hemsworth and Elsa Pataky into Brand Ambassadors for Experience Abu Dhabi
Hollywood power couple Elsa Pataky and Chris Hemsworth have taken on a new role as ambassadors for Experience Abu Dhabi, inviting families to discover the emirate's unique blend of vibrant city life, serene escapes, and rich cultural experiences.
Following a recent visit to Abu Dhabi with their three children, the couple were impressed by traditional Emirati hospitality and relished in the family-friendly activities on offer – making it a destination they’d happily return to.
Nouf Mohamed Al-Bushlaibi, strategic marketing & communications sector executive director at the Department of Culture & Tourism Abu Dhabi, spoke with LBB’s Olivia Atkins to discuss their appointment as ambassadors and delves into the intricacies of their responsibilities, including what that could mean for the region’s future tourism.
LBB> What will the ambassadorship look like and what will their roles entail?
Nouf> Chris and Elsa embody the spirit of adventure, a connection with nature, and the joy of creating lasting memories – which are all qualities we value. As a family, they strive to instil these values in their kids, and Abu Dhabi has offered them the perfect destination for both high-paced adventures and quiet moments of relaxation. This alignment makes for a strong partnership.
They’ve worked with us on our new campaign, where they’ll act as the official voices to promote Abu Dhabi across our 27 markets. Beyond that, they’ll enjoy Abu Dhabi as a holiday destination anytime. This partnership spans two years, and we’re excited to release two campaigns during this period, with the second set for release next year.
This is our first truly global campaign spanning all 27 of our markets. Up until now, our marketing strategy has been very customised to each region, with different films created for each market in their native languages. This is the first time we’re partnering on a global scale to share a unified message across all markets.
LBB> How do you see this collaboration enhancing Experience Abu Dhabi’s brand identity and contributing to its growth and development as a global destination?
Nouf> We work with multiple partners, and although each partnership has its own scope, I’m proud to say that we often go beyond those boundaries to build long-term relationships. Our partnerships are incubators for future ideas. Currently, our goal is to tell the story of Abu Dhabi, not just through with our voice but through the authentic experiences of our ambassadors.
We want visitors to hear directly from people who’ve experienced Abu Dhabi and can share their unique perspectives. Media can only convey so much, but there’s something irreplaceable about the firsthand experience. The more we can bring people here, the more they become our true advocates.
Last December, Chris visited Abu Dhabi with his kids and brothers and they couldn’t stop talking to friends and family about their amazing experiences. That’s ultimately what we strive for – while campaigns are valuable, it’s those personal stories and genuine enthusiasm that make the biggest impact.
LBB> How do you think this role will impact future campaign iterations from the brand? How will you measure this ambassadorship’s success?
Nouf> All of our campaigns begin with insights grounded in data, so we focus on the truth behind the challenges we aim to address. In our marketing, we’re always trying to highlight key moments of familiarity and challenge any misconceptions, which might create barriers to engagement.
Over the past two years, our data-driven approach has consistently reflected how we present and position ourselves. And that’s led to a decline in misconception by three or four percentage points in areas like safety and comfort. We’ve tried to reflect the concerns we encounter and answer questions like, "Is it safe to visit?", "Can I hold my partner's hand?" or “Do I need wear more conservative swimwear here?”
Effective marketing requires us to focus on both sides of the coin. It takes time and consistency, along with strong partnerships, to break down these barriers and encourage more people to visit.
LBB> How will the role highlight Abu Dhabi’s varied offerings, including well-known attractions while speaking to its cultural heritage?
Nouf> With regard to the experiences available in Abu Dhabi, the variety is impressive. This was one of our biggest challenges faced while developing our brand strategy: how to encapsulate all that we offer in just one sentence.
Our offerings fall into three main categories. Firstly, we have cultural experiences that inspire. Whether you’re visiting our museums, engaging with our heritage, or meeting the people of Abu Dhabi, you'll leave feeling inspired. There are also exciting attractions that have earned Abu Dhabi the title as the second Orlando of the world – with incredible theme parks, including Ferrari World Abu Dhabi, Warner Bros. World Abu Dhabi, and Yas Waterworld Abu Dhabi. But we also have an extensive sports offering on Hudayriyat Island, which is perfect for sports enthusiasts, featuring everything from wave parks to obstacle courses and cycling tracks.
Finally, we offer a restorative component for travellers, providing wellness experiences and beautiful beaches for visitors to relax. In Abu Dhabi, you can start your day on a rollercoaster at Ferrari World, kayak around the Louvre Abu Dhabi in the afternoon, and then enjoy a lovely dinner by the beach, all within a short 15-minute drive. That level of accessibility is hard to find anywhere else in the world!
We are very blessed in this regard. While many destinations excel in entertainment, our cultural proposition is at the heart of our strategy and is quite unique. Last May, we launched our Cultural District, showcasing what we call the 'Wild Culture' proposition that spans all of Abu Dhabi. This district includes iconic institutions like the Louvre Abu Dhabi, the Guggenheim Abu Dhabi, the Natural History Museum, the Abu Dhabi Arts and Culture Museum, and the National Museum, which tells the story of our country and its founding leaders. What’s remarkable is that all these attractions are within a 10-minute walking radius of each other – a rarity in the world of cultural offerings. This unique positioning fosters a synergy between culture and entertainment, attracting diverse audiences that can inspire one another.
I’m particularly proud of the Cultural District's commitment to diversity in representation. While collaborating with global institutions, we focus on developing a curatorial narrative that reflects the vision of our country, where 200 nationalities coexist peacefully. For example, if you visit a museum and notice a lack of representation from Africa or Asia, it’s not by design; it’s been a gradual evolution. However, our cultural team is intentionally addressing this, ensuring that diversity is at the forefront of how we curate our museums.
During this campaign’s development, we spoke with over 106 possible ambassador candidates and everyone highlighted the diversity of our Cultural District as something they look forward to experiencing.
LBB> What impact do you hope this ambassadorship will have on Abu Dhabi’s touristic future?
Nouf> If I close my eyes and imagine the year 2030, I would like to see Abu Dhabi welcoming 40 million visitors per year, as that would tell me we’ve done justice to our destination. At that point, we may not need to rely on extensive brand partnerships, as our focus will shift toward sharing our story and sparking curiosity among potential visitors. People will hear firsthand accounts of others’ personal experiences, which will inspire them to explore Abu Dhabi for themselves.
By 2030, I hope Abu Dhabi will fulfil its promise and resonate with visitors through the partnerships and collaborations of those who have shared what we have to offer. I’d like for Abu Dhabi to become a top-of-mind destination, one that people are eager to experience firsthand.
