A creative presentation I conceptualised and wrote for Al Ain Wildlife Park and Resort. I also wrote the ad copy.

1. “THE REAL VOYAGE OF DISCOVERY CONSISTS
NOT IN SEEKING NEW DISCOVERIES BUT
IN HAVING NEW EYES.” MARCEL PROUST

2. DESTINATION AWPR. AN EYE-OPENING JOURNEY
INTO THE PAST, PRESENT AND FUTURE OF THE
UNITED ARAB EMIRATES. LET‟S GO!

3. WHEN WE TRAVEL TO PLACES,
WE COME BACK WITH SOUVENIRS,
GIFTS AND MEMENTOS.

4. WE ALSO COME BACK WITH MEMORIES.

5. POSTCARDS, FOR ONE, ARE A CHARMING WAY TO
SHARE AND PRESERVE THESE MEMORIES.

6. THEY REVEAL A SNAPSHOT OF THE PLACE AND, BETTER STILL, ALLOW
FOR PERSONAL STORIES TO BE NARRATED, CRISPLY.

7. WHICH MAKE POSTCARDS A RATHER EFFECTIVE
TOOL TO „ADVERTISE‟ DESTINATIONS.
AND THAT BRINGS US TO DESTINATION AWPR.

8. THE OBJECTIVE
Persuade our target audience to come to AWPR
„country‟ with friends and family to experience the past,
present and future of the United Arab Emirates. In other
words, make it an enticing destination. Here‟s how.

9. THE IDEA: POSTCARDS FROM AWPR.
Creative rationale: “Send me a postcard” is
something you often hear people tell someone who is
about to embark on a trip to someplace interesting.
We used this well known phrase to launch into our
idea, which is to send our target person an alluring
and personal postcard from the various destinations
visited in and around AWPR so as to position it as an
enriching journey with many memorable experiences.
Here are three cases in point. (If need be, we can do
one for every attraction at Destination AWPR. In fact,
we should.)

10. POSTCARD FROM SZDLC
Our tactic to coax people to visit the Sheikh Zayed
Desert Learning Centre (SZDLC) is to create a
seductive and intimate postcard that contains a
quote from the late Sheikh Zayed, a gorgeous
picture of the centre, a personal note about the
experience of being there addressed to our target
person (the recipient), and a unique „stamp‟ of
approval from the „Father of the nation.‟ All signed off
by a fellow explorer. Have a look-see.

12. POSTCARD FROM ENTRANCE PLAZA
Our tactic to showcase the pleasures of the Entrance
Plaza is to create a postcard that unveils the plaza,
showcases the facility, carries a relevant quote from
the late Sheikh Zayed, a concise note about the
experience of being there addressed to our target
person (the recipient), and a „stamp‟ of approval from
the „Father of the nation.‟ Like so.

14. POSTCARD FROM THE UAE WORLD DESERT
Our tactic to highlight what‟s on offer at the UAE World
Desert is to create a postcard that presents the exhibit,
shows off some of the attractions, carries a relevant
quote from the late Sheikh Zayed, an affectionate note
about the experience of being there addressed to our
target person (the recipient), and a „stamp‟ of approval
from the „Father of the nation.‟ See what we mean.

16. “WHEN YOU COME TO A FORK IN THE
ROAD…TAKE IT.” YOGI BERRA

17. A DIFFERENT ROUTE TO THE SAME PLACE
Creative rationale: When we travel, one of the more
important things we do is pack our bags. And while we
go here and there, our bags get tagged. The way we
see it, a trip to Destination AWPR is much like a
voyage to multiple destinations within a destination.

18. READY?
Now close your eyes…and imagine what your bags will
look like once you‟re back from an „Eduvacation‟ with
multiple stopovers in and around AWPR country. Next,
open your eyes and have a look.

19. AFTER A STOPOVER AT THE ENTRANCE PLAZA

20. AFTER A VISIT TO THE SHEIKH ZAYED DESERT LEARNING CENTRE

21. AFTER A TOUR OF THE UAE WORLD DESERT

22. AMBIENT MEDIA
Creative rationale:Because advertising can only do so
much, we need to find other ways to gently remind our
audience that something of consequence is coming their
way. Here are some of the methods of doing this. Of
course, this isn‟t an exhaustive list of non-traditional
media ideas. (Nothing ever is.)

23. AMBIENT MEDIA
Travelling bus-bag: This „bus-bag‟ will be festooned
with tags of the different attractions at AWPR. The
ambient idea here is to recreate the „travel bags ad‟
idea on buses. Inside/beside/outside the bus/eswe
have a stand/sthat urge travelers to pick up a postcard,
or three, and read more about the destinations. Have a
look-see.

25. AMBIENT MEDIA
AWPR fuel dispensers at petrol stations: Since
everyone will get to our destination by road, at petrol
stations across the UAE, we set up an AWPR fuel
dispenser. What this dispenser distributes is „Fuel for
thought.‟While motorists are waiting for their tanks to
get filled, they look at this and are encouraged to pick
up a postcard, which tells them the fuel for thought
is/are the coming attractions at destination AWPR.

27. AMBIENT MEDIA
Airport arrivals lounge/boards: A country within a
country seems like something worth talking about at
the airport. That‟s why at the airport, on the ETA
board/screen, we have a constant message
„Announcing the expected time of arrival of Phase 1 of
the project.‟ Furthermore, to complete the
communication, we have an AWPR check in counter
displaying literature in the form of postcards et al about
the attractions.

29. AMBIENT MEDIA
Airport conveyor belts: Incoming passengers, while
waiting for their bags, see AWPR bags installed on the
carousel. These bags convey the message that a new
travel destination is coming soon. Since these bags will
keep rotating and nobody will pick them up, they will
draw the attention of the waiting travelers. These bags
will also have a dispenser attached, which will
encourage them to visit the AWPR check in counter at
the airport to learn more about the coming attractions.

31. AMBIENT MEDIA
Parking lot at AWPR: When you have a car, you
invariably end up looking for parking. This installation is
something else folks will check out at while doing so.
The copy on the sign placed at the parking lot in
different locations might simply say,„This space will
open in March 2013. Check into the ticket booth for
more details.‟

33. AMBIENT MEDIA
A „ticket counter‟ next to the regular one: At the
AWPR entrance, you have a ticket counter, which is
closed. It says, will open in March 2013.‟The ticket
counter is decorated with tags of the different
attractions and has a dispenser that encourages
curious visitors to pick up a postcard to read more
about the coming attractions. This installation can be
duplicated at all places around the UAE that sell tickets
for any sort of travel. For instance, at bus stations,
metro stations and the like.

35. AMBIENT MEDIA
At travel agencies around the Emirates: We set up
„Visit AWPR country‟stalls/stands with postcards and
other promotional literature that one usually finds about
various countries at a travel agency. The idea is to
make it seem like another gorgeous country within the
Emirates. So when people are thinking of travelling
somewhere, we plant the thought in their minds to
travel to „AWPR country.‟

36. “IF YOU WANT TO SUCCEED, YOU SHOULD
STRIKE OUT ON NEW PATHS, RATHER THAN
TRAVEL THE WORN PATHS OF ACCEPTED
SUCCESS.” JOHN D. ROCKEFELLER

37. THANK YOU FOR JOINING US ON THIS TRIP.
SEE YOU SOON.