ASAP developed a comprehensive 90-page investment guide which covered topics ranging form Innovation to Research, Design and Logistics, touching the traditional tourism sector and the cutting-edge biotech and research wave. The city was portrayed as the ideal European hub for both business and leisure, offering all the commodities an international investment entity would expect.
ASAP created a campaign in print and digital media, and the first-party-data content was used at various events organised by the emirate at different levels and throughout the following year. It was also distributed at the World Travel Market in London and during the annual meetings of the International Monetary Fund and World Bank. This distribution improved the general perception of the emirate and, in many cases, allowed people to discover this relatively unknown part of the world, particularly in relation to its current position as a leader in manufacturing.