Briefly speaking: Rallying around Abu Dhabi

Abu Dhabi. Yawn. Compared to Dubai, there's not much more that can be said about it. It's small-minded, it's conservative, it's boring and it's changing. It's why the Abu Dhabi Car Rally is being organised. As part of an image revamp for Abu Dhabi, it's our job to promote it. So how do we make it shine brighter than the desert sun? How do we make it sound more interesting than just another car rally? My one line brief for the Abu Dhabi Car Rally: A rollercoaster on wheels.