New Leisure Destination in Abu Dhabi

February 10, 2021

Acorn Strategy was approached to write the marketing strategy and then develop and implement the marketing and communications plan for a brand new leisure destination in Abu Dhabi, for launch and beyond.


Acorn Strategy began by framing the client’s challenges and understanding what success looked like for them. Key stakeholders were interviewed to understand their vision and objectives for the project, the external environment was assessed via a PEST analysis, and the collaborators and ideal customers were defined whilst we evaluated the marketing of their competitive set. As this was a destination strategy, we selected Buhalis’ 6 A’s to assess the destinations overall competitiveness.  We examined the internal environment, defining vision and mission statements for the new destination, setting clear objectives and undertaking a SWOT.  Finally, we set the strategic direction defining the target audiences, channels and a top-level marketing calendar. The Implementation team crafted key messages and wrote a detailed marketing plan which included media relations, bloggers, community outreach and social media.


Awareness of the new destination spread very quickly and during the first weekend the team over achieved the footfall targets by threefold. The client’s social media platforms saw a steady and rapid increase in followers and engagement.

The client said;

“I would recommend Acorn Strategy to marketing professionals and business owners alike who are looking for intelligence in their marketing and a partner they can trust.”


  • Strategic interviews
  • External market analysis
  • Competitor research
  • Destination marketing strategy
  • Target audience and channel definition
  • Detailed marketing plan
  • Project management
  • Campaign management
  • Press Releases
  • Media, blogger and influencer outreach
  • Marketing management
  • Social Media Management
  • Social Media Content Creation
  • Social Media Advertising
  • Website
  • SEO