/ case study

influencer activation for culinary experiences

ClientDepartment of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi)
Office Action UAE
Client Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi)
Office Action UAE
Related Links https://actionprgroup.com/location/uae/

the challenge

Action UAE represents the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), and their dining arm, Abu Dhabi Culinary.

A major part of their yearly calendar is the Abu Dhabi Culinary Season, the emirate’s annual six-week food festival designed to highlight the city as a global dining destination. The event features a diverse programme of collaborative experiences from renowned international and regional culinary talent. The 2021 season was anchored by Chef’s Table, a destination-wide initiative bringing together leading local restaurants to deliver unique and artistic set menus under the Abu Dhabi Culinary umbrella.

Other initiatives led by partners included Hidden Gems (a digital scavenger hunt by Best Bites), Sweetest Things (editorially focused content activation with ITP and Time Out Abu Dhabi) and Abu Dhabi Loves Coffee (a regional-first programme of collaborative educational elements on coffee). In addition, there are a series of initiatives run throughout the calendar year outside of the season, such as Nomad Dining, Chef’s Table, and Dine & Stay.

our approach

As part of Action UAE’s 360-degree marketing role, engaging influencers across the culinary pillar enabled us to build brand awareness whilst strengthening social voice and increase interactions. An influencer analytics tool and targeted approach were used to select the right influencers for each experience and audience. Quality content was achieved to reach the widest audience with a series of macro and micro influencers ranging from F&B to lifestyle and mommy bloggers.

Across the pillar, a total number of 76 influencers were engaged through a series of coverage in the form of static posts, stories and competitions with the combined total impressions reaching over 31,000,000 across all campaigns.


  • 76 influencers engaged
  • Over 31 million impressions

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