The National Aquarium, Abu Dhabi

Viola Communications

Viola was tasked with helping The National Aquarium welcome the region’s 1st two African Manatees, which are considered a vulnerable species and therefore a challenge for TNA to take these aquatic mammals and develop a home for them that authentically reflects their natural habitat. <br /><br />Viola’s challenge was to position TNA as a leader in the region for species conservation and animal welfare, collaborators in the field of research and knowledge exchange, and to create a campaign that was genuinely different and guaranteed to attract the right attention. <br /><br />By organizing an “underwater iftar” for media, the campaign demonstrated respect for local traditions while leveraging a unique opportunity to engage with a wide audience. The concept introduced a novel and enchanting way to experience marine life, captivating the media and public alike. This adventurous strategy ensured high media attendance, setting a new standard for culturally relevant public relations campaigns.