National Geographic Arabia – Localized Advertising
Since 1888, the National Geographic Society has explored the scientific and natural wonders of the planet in magazines and books that are now published in 39 languages. The yellow border that frames its magazine covers has been adopted as its official logo, but most readers have a clear impression of the kinds of photographs and images that they associate with the National Geographic brand. This print ad campaign for National Geographic Arabia certainly fits that model. Conceived by Classic Partnership Advertising Dubai with creative direction by Satyen Adhikari. the ads depict exotic far-off places on the planet to excite the viewer’s wanderlust. A closer look, however, reveals that the images are localized to appeal to consumers on the Arabian Peninsula. The creatures, people and landmarks shown don’t include anything from the United Arab Emirates that I can tell. There are polar bears, a gorilla, buffalo and dolphin, an Eskimo, American Indian, Spanish flamenco dancer and astronaut, and there’s the Hollywood sign, Easter Island statues, Taj Mahal and Leaning Tower of Pisa, but nothing that seems iconographic of the Arabian Peninsula. That makes sense since the local sights are not particularly mysterious if you happen to live there. The tagline, too, is quaintly translated as “Stay Curious Always.” Interesting how the ads for National Geographic Arabia are consistent with the global brand, but tailored for a specific market.