NYU Abu Dhabi

New York University Abu Dhabi (NYUAD) is pioneering a new model of higher education dedicated to excellence in teaching and research. All About Brands were commissioned to come up with a communications strategy to position NYUAD as an employer of choice, to help them continue to attract the very best faculty, researchers and staff and to increase quality and diversity of employment applications.

We conducted extensive research (competitor audit, materials analysis) and interviewed both New York and Abu Dhabi faculty and staff to better understand the sector, current barriers and perceptions held of working and living in Abu Dhabi.

Following analysis of the research findings we developed a strategy and campaign theme “Exceptional place for exceptional people”. We used tactics to proactively position NYUAD using their best ambassadors – faculty and staff – to tell their stories. We developed three magazines targeted to each audience that communicated key messages and busted myths about living and working in Abu Dhabi through powerful interviews, references and imagery.