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Brand: Abu Dhabi Art

Brand Owner: Department of Culture and Tourism – Abu Dhabi

Country: United Arab Emirates

Industry: Events, Arts, Culture and Art Fair

Channels used: Social Media Content Development, On-Ground Coverage


An established brand with a track record of years of success in the art world, the Abu Dhabi Art Fair marked its 11th edition in 2019. Abu Dhabi Art as a brand is a year-long programme established by the Department of Culture and Tourism of Abu Dhabi to provide a platform for art, locally, regionally and internationally. The highlight of the programme is the annual Abu Dhabi Art Fair that occurs in November of each year and is held at Manarat Al Saadiyat, Abu Dhabi. It positions itself beyond the notion of a traditional art fair, by working on a strong diverse public engagement programme, including art installations and exhibitions, talks and events that take place in different locations throughout the year, not just at the fair.

The Abu Dhabi Art Fair also provides an important sales platform for participating galleries, in addition to offering these galleries an opportunity to showcase ambitious installations and site-specific works by their artists to a wide audience. This year’s edition saw over 50 galleries participated and also had around 100 international collectors and museum groups attended the fair, including from Russia, India, China and USA.


As with many events, Abu Dhabi Art struggled with a year-long presence on the digital realm to maintain the momentum post the conclusion of its annual fair. Alsayegh was brought on board to help elevate the brand online as well as establish it as a relatable brand to the masses while maintaining the sophistication within the art world.

Goals & Tasks
  • Alsayegh was tasked with creating an online brand identity for the 2019 edition of Abu Dhabi Art to elevate brand awareness, engagement and eventually increase ticket sales to the fair.
  • Alsayegh took charge of creating creative content pre-event by interviewing gallerists, artists and much more.
  • Alsayegh covered all on-ground activations during the event through photography, videography and social media content creation. This included covering the fair at its main hub plus covering all related events within the Abu Dhabi and Al Ain areas.
  • Over 400 posts were created for the Abu Dhabi Art Fair. These posts had over 1.5M total reach, over 14,000 total engagement and approximately half a million views.
  • Over 5,000 followers increased in a span of six weeks and over 1,500 unique users posted about Abu Dhabi Art on Instagram stories during the fair days.
  • Content was being reposted and shared by multiple international and local galleries and artists which created a lot of conversations in the art world.