Client spotlight: Capturing Al Ain through photos

A picture is worth a 1000 words. A few months ago we partnered with Al Ain City Municipality to develop an interactive campaign to celebrate the city’s diversity & rich heritage and its people.

The idea to run a campaign based on a photography or film competition has been gaining quite a lot of popularity across the UAE as part of a general up-swell in the support of the modern Arts community – think Abu Dhabi Through Your Eyes, International Festival of Falconry, International Emirates Photography competition and the Dubai 48hr Film Project that we blogged about earlier.

The Al Ain City Municipality, keen to extend its current marketing activities to promote the city, was open to exploring new routes that would enable residents to also get involved and entice visitors from neighboring cities and beyond the UAE to visit the city.

For those who’ve never been to Al Ain we’d highly encourage you to add this Oasis City to your “must visit” list next time you’re in the UAE. Rich in sites that are of geological, archaeological and historical importance like Jebel Hafit, Hili cultural landscape, Bidaa Bint Saud, the Oases areas, and the Falaj system the city also has an abundance of natural wonders to inspire photographers of any skill level and ofcourse its significant contribution to the history of the country as the birth place of Sheikh Zayed bin Sultan Al Nahyan, the first president of the United Arab Emirates.

Working closely with the amazing team of lovely ladies at Al Ain City Municipality Zaman’s role was to create a branding platform that would enable the city of Al Ain to use over a long period of time.

We developed the entire concept of the Al Ain Photographia Award photography competition campaign starting with a powerful and very visual tag line “Capture Al Ain” which was aptly inspired by the lens of a camera and the clear directive we wanted to give to the public. These visuals were then used this throughout all artworks on the website, social media profiles created and collateral used in outdoor signage and during the award ceremony, as well as the winners’ trophies.

Overall, the inaugural launch of Al Ain Photographia Award 2011 was a resounding success – a total of 4,370photos of Al Ain were submitted between September 11th and November 13th when the competition ended. From this 10 lucky winners were chosen by the jury panel and 8 participants were awarded the People’s Choice Award from the 9,240 online votes received on the campaign website!

We’ll be making a full case study of the Al Ain Photographia Award 2011 campaign available on our website soon but in the interim below are some highlights in the form of images and live updates are available on the Facebook page and Twitter.