The client was convinced that it was not possible to do a better job than the brochure we produced in 2009 - but we proved them wrong! With the introduction of Hala Abu Dhabi, it became a new requirement to integrate their branding. Without losing the personality given to each Emirate in the 2009 brochure, we were able to compromise and use the Hala Abu Dhabi pattern on the Abu Dhabi and Al Ain pages only, while the remaining Emirates kept their identities from the previous year. Although the number of pages remains the same, we restructured some of the sequence and format and added a section or two. For example, the tours now all appear at the back and we have added a section on Yas Island, Liwa and Sir Bani Yas.

Following on from the standard of previous years, we looked to add enhancements to the 2010 brochures that would add value and benefit the reader when looking to buy a holiday with Etihad. The East and West installments are now 156 pages each and include new features such as Etihad Shops, Your Perfect Holiday and country directories. Your Perfect Holiday are categories of holidays specific to a type of holiday maker; to demonstrate which hotels are relevant to the market, icons were designed and used throughout the brochure to highlight those properties. The What to See and Do features were refreshed and new imagery was carefully chosen and positioned throughout the brochures.

Etihad Holidays asked Home to create a promotional brochure for their package deals for the inaugral Etihad Airways F1™ Abu Dhabi Grand Prix. This was to be distributed throughout the Etihad Holidays Travel Shops. The brochure was created to the same size as 'World Deals' so that there was a synergy between the two. Images of the Yas Island circuit were coupled with the action shots of the cars themselves to illustrate the brochure.