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.

The 2011 Etihad Holidays brochures were produced by Home Abu Dhabi, the 4th consecutive year we have managed this high profile project. Building on the success of previous years, we refined the content and design introducing a number of new features, most notably the new category of "Value Hotels" selected for offering especially good value and a substantially extended tours programme including full holiday itineraries for selected destinations. As in previous years, we produced two different brochures for east and westbound destinations. With new destinations introduced across the past 12 months, the brochures had increased in size to 188 pages and 160 pages respectively.We handle all aspects, from concept development to final artwork for both the English and Arabic language versions including copywriting and translation.