Tourism Breaking News
The Department of Culture and Tourism – Abu Dhabi (DCT – Abu Dhabi) has been awarded with the Guiness World Records (GWR) title for the ‘Largest Augmented Reality (AR) Screen’, as part of a pioneering augmented-reality advertising campaign to promote the UAE capital as a world-leading holiday destination. The latest marketing campaign utilised the famous 40-foot digital billboard known as Piccadilly Lights in the heart of London, transforming the screen into an interactive augmented-reality (AR) experience, showcasing some of Abu Dhabi’s most iconic landmarks.
Ali Al Shaiba, Acting Executive Director of Tourism and Marketing at DCT – Abu Dhabi, said, “The world-record-breaking augmented-reality experience took over Piccadilly Lights for two weeks, showcasing the UAE capital’s most famous landmarks in a pioneering way. When conceptualising the campaign, we knew we wanted to do more than just bring Abu Dhabi’s famous sights to life at one of London’s most iconic landmarks. We also wanted to capitalise on the scale of the experience by breaking a GWR title for the ‘World’s Largest Augmented Reality (AR) Screen.”
Aside from breaking a GWR title, the augmented reality screen has also been designed to allow passers-by to play a starring role in the experience. Al Shaiba added, “By standing near the fountain in the square, people are captured by the hi-tech, on-site audience camera – used specifically for advertising for the first time for this campaign – transporting them to some of Abu Dhabi’s most famous attractions – think family-friendly indoor theme park Ferrari World Abu Dhabi, wildlife haven Sir Bani Yas Island, and the stunning Sheikh Zayed Grand Mosque – on the screen. Each one of the capital’s landmarks has been brought vividly to life in London using innovative 3D augmented-reality overlays.”
