Air Arabia Abu Dhabi is the low cost carrier's regional hub in the UAE capital, and this is the campaign that launched it. The hub meant residents of Abu Dhabi could book the national low cost carrier from their own city, so the campaign had one job: make Abu Dhabi the start of the journey rather than a stop on someone else's route.
The idea
Two hero communications, both built on places in Abu Dhabi people recognise instantly. The first is shot inside Abu Dhabi airport. The second is an aerial view of the city and its coastline. Familiar ground, framed as a departure point.
The tagline, "Now Flying From Abu Dhabi", is deliberately plain. It carries the single new fact and it is easy to recall, so it runs as a fixed lock-up across every piece instead of being rewritten format by format.
The design system
The visual style follows Air Arabia's brand and photography guidelines: vibrant, high daylight, energetic. Two devices do the strategic work. The booking box appears as a live interface with Abu Dhabi (AUH) already filled into the From field, so you see the flight starting there rather than read about it. The red leap, a dashed arc lifting out of the frame, traces the departure and reinforces the same idea graphically.
Rollout
Airport out of home at the terminal, framed indoor placements, digital and tablet booking screens, the Nawras inflight magazine, seat back and cabin placements across the A320 fleet, and a social system of feed posts and Instagram Stories, in Arabic and English.
