Although we had produced a brochure promoting holidays to Abu Dhabi and the UAE in previous years, 2011 saw some fundamental changes to the design, content and presentation. Presented under Hala Abu Dhabi, Etihad Holiday's specialist division for inbound tourism, a radical change to the content was required since the brochure was now significantly targetting trade partners. In essence, it needed to become part reference guide, part holiday inspiration, but still be suitable for the end customer. The result was a much more focussed, content rich brochure, designed for easy reference for both trade and consumer, whether on hotel options or things to do. A major new feature added was a range of suggested breaks and holidays in the UAE, from 2 to 7 nights. to provide some holiday inspiration for the customer and showcase the variety of the UAE.
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