Total unveils global airport branding strategy in Abu Dhabi

ABU DHABI: Oil company Total’s new strategy to acquire high-visibility advertising placements at leading international airports has been launched in Abu Dhabi. The group has agreed a five-year partnership with Abu Dhabi Airports and JC Decaux covering the Emirate’s three civilian airports, Abu Dhabi International, Al Bateen Executive and Al Ain International. Jacques-Emmanuel Saulnier, Total’s Senior Vice President for Corporate Communications, said the decision to initiate the airport media buying strategy in Abu Dhabi signalled the strength of the group’s long-standing commitment to the Emirate.

The partnership will also unveil Total’s new global brand signature “Committed to Better Energy” in the U.A.E., as part of an integrated advertising campaign being deployed in around 20 countries by the end of the year.

“Our brand promise ‘Committed to Better Energy’ expresses the group’s dedication to continuous improvement – and this dedication is particularly evident in Abu Dhabi and the U.A.E. where Total has been present for 75 years,” said Saulnier.

“Entering international air traffic hubs such as Abu Dhabi allows us to reach our target audience of international business and policy decision makers, and achieves unprecedented exposure for our new brand signature.” Under the deal, Total branding will occupy more than 200 prominent advertising locations at Abu Dhabi’s three airports, in the arrivals, departures and transit areas, on luggage trolleys, and 26 air bridges connecting departure gates with aircraft on the tarmac. It will be the first time Total branding has ever appeared on air bridges.

Hatem Nuseibeh, President and Group Chief Representative, Total U.A.E., said, “Total has previously conducted airport advertising in Abu Dhabi, to mark prominent events such as the annual Formula One Grand Prix, the international oil and gas exhibition ADIPEC, and the World Future Energy Summit – but a continuous association of this scale over five years is a first for the group in the U.A.E. and the world.” Total has been active in the U.A.E. since 1939 and its operations have expanded over time to include upstream oil and gas, LNG, electricity co-generation and solar power, fertilisers and lubricants. In Abu Dhabi, Total has been the operator of the Abu Al Bukhoosh oil field since 1974 and is the first foreign company to operate both oil and gas fields in the Emirate directly.