Clarity that
guides action.
Answer a real question and connect it to the right official destination.
STELLAR MEDIA × ABU DHABI CUSTOMS2026
جمارك أبوظبيABU DHABI CUSTOMS
Confidence
in every journey.
A connected digital presence.
A more human Customs story.
THE ASSIGNMENT
Marketing & Digital Platforms Management
THE PARTNERSHIP
SCROLL TO DISCOVER↓Technical & creative proposal · Two years
01 / OUR UNDERSTANDINGTECHNICAL · 02–07
A vital public role.
A relevant human story.
Make ADC’s expertise visible, its services understandable and its digital presence worth returning to.
Our role is to translate a complex mandate into clear Arabic and English communication, building confidence for travellers, businesses and the wider community.
ADC’S OFFICIAL VISION
“World-Class Customs Authority”
Our proposed communications mission
Translate ADC’s expertise into clear bilingual stories and connected experiences that guide action, build informed communities and make its impact visible.
✧
Real expertise.
Public value.
Everyday relevance.
Clarity that
Proof that
builds trust.
Make ADC’s people, protection and progress visible through verified stories.
Presence that
earns a following.
Repeat useful series across relevant channels and learn from every interaction.
HOW WE WORKUnderstand the real need→Create a connected response→Learn and improve
02 / LANDSCAPE & OPPORTUNITYTECHNICAL · 08–15
Look outward.
Move ADC forward.
Learn from how other authorities communicate. Then build on what Abu Dhabi Customs already does well.
Qualitative review of selected published examples in the supplied technical proposal. Desk-review snapshot: 7 September 2026. Not a live account audit or engagement ranking; recommendations require ADC analytics validation.
03 / AUDIENCE & EDITORIAL STRATEGYTECHNICAL · 16–23
Six audiences.
Six reasons to follow.
Choose the audience before choosing the channel. Change the opening, evidence and next action, while keeping official facts consistent.
THE ALWAYS-ON CONTENT SYSTEM
Useful. Human. Recognisable.
Five content pillars create a repeatable rhythm, not a disconnected collection of posts.
5+high-quality posts every week
Week 3next month’s bilingual calendar
2 / monthproposed leadership-led pieces
Proposed audience segments and starting editorial allocation. Validate with stakeholders and authorised analytics; review quarterly. Mandatory and urgent ADC communications take priority.
04 / THE CREATIVE COLLECTIONCREATIVE · 28-PAGE DECK + SUPPLIED MEDIA
Not just seen.
Understood.
Nine ways to make a Customs story stop the scroll. Explore the original artwork, motion, films, storyboards and bilingual copy.
Original supplied creative work. AI-labelled concepts are illustrative, not documentary evidence. Final artwork, operational claims and bilingual copy remain subject to ADC approval.
THE CREATIVE LANGUAGE
Charcoal green
Copper
Signal blue
Bold Arabic display.
Photo-led storytelling. Native motion.
05 / CAMPAIGNS WITH THEIR OWN CREATIVE WORLDTECHNICAL · 38–50
Four stories.
One year of momentum.
Each campaign has a primary audience, a distinctive visual idea, a useful promise and a reason to follow the next episode.
THE STRUCTURE BEHIND EACH CAMPAIGNFrom a compelling idea
From a compelling idea
to a connected experience.
01 / Creative & content
One hero story. Native supporting formats. A clear next episode.
02 / Distribution & reach
ADC channels, approved media, partners, leadership and events.
03 / Acquisition & retention
A prepared profile, a specific follow promise and recurring follow-up.
Define
Audience insight, brief, baseline, destination and measurement.
Create
Three creative routes. Develop the selected direction and bilingual assets.
Launch & optimise
Coordinate distribution. Review creative, questions, growth and referral quality.
Sustain & learn
Follow-up content, final evaluation and reusable learning.
The complete campaign package +
Strategy & creative
Strategy, implementation, measurement and governance. Three creative routes, one master visual, bilingual copy and channel adaptations.
Content & communications
One hero video and three short videos, each up to 60 seconds. Six social posts. Up to 36 direct-message copy deliverables across six message sets.
Activation & evaluation
Landing-page content brief, up to two display banners, bilingual email signature and email banner. PR plan, one bilingual release, up to three supporting materials, media plan and final report.
Campaign deliverables are tracked separately from recurring services. Up to 12 weeks includes planning and reporting.
YEAR TWO / THE STORY CONTINUES
One Question, Clearly Answered · People Behind the Journey · Trade with Confidence · Ready for What Moves Next
8 campaigns across 24 months. Working directions and timings subject to ADC priorities.06 / OMNIPRESENCE & FULL-FUNNEL MARKETINGTECHNICAL · 27–37
One story.
Connected everywhere.
Not the same post, everywhere. The right expression, at the right touchpoint, with a deliberate next step.
Paid discoveryRelevant new audiences
Partners & leadershipTrusted communities
Events & publishersMoments that create visits
THE CONNECTED CENTRE
ADC
Instagram · short video
Guides · officer answers
Grow the audience
Follow an ongoing series.
Return for the next answer.
Support service action
Open the exact ADC / TAMM page through an approved tracked link.
How every channel contributes +
Reels → pinned guides → follow the series. Stories connect to official guidance.
Executive insight → ADC Page. Partners tag ADC and invite a relevant following.
Searchable explainers and playlists → the approved ADC / TAMM destination.
Presenter-led answers and short scenarios built for accessible discovery.
Timely clarification and concise context, adapted to each platform.
Accessible community guidance, reviews and questions across up to 10 Maps profiles.
One approved fact set, one campaign calendar and one reporting framework. Individual cross-platform journeys are not assumed traceable. Official referrals and completed services are different measures. Publisher, partner and leadership participation require approval.
07 / YEAR-ONE GROWTH PLANTECHNICAL · 34–35, 49, 54–57
Ambition, with
a route to delivery.
Relevant discovery becomes a profile visit. Useful recurring content turns that visit into a reason to stay.
INSTAGRAMMONTH 12 TARGET
50,000
From an indicative 25,200 baseline
Q4 milestone50,000
inLINKEDINMONTH 12 TARGET
100,000
From an indicative 81,600 baseline
Q4 milestone100,000
BaselineQ1Q2Q3Q4
Earn the first visit.
Instagram: discovery-led Reels, officer answers and saveable guides. LinkedIn: trade explainers, executive briefs and verified progress.
Make the follow useful.
Pin clear entry points. Give every series a specific promise. Support approved partner sharing and eligible acquisition tests.
Keep the promise.
Publish the next answer. Track follows and unfollows. Correct a shortfall after two missed weekly pace reviews.
YEAR 1 KPI FRAMEWORK01 02 03 04
Audience growth
Track net follower growth against the agreed quarterly milestones.
Content effectiveness
Measure whether useful formats improve organic reach and watch quality.
Useful engagement
Prioritise saves, shares, questions and repeat interaction over vanity metrics.
Service confidence
Track response performance and qualified referrals to official destinations.
Year-one targets and definitions are proposed for baseline agreement with ADC. Paid and organic results are reported separately.
These are proposed targets and milestones, not achieved results or guaranteed forecasts. Month 12 is measured from contract commencement. Confirm baselines within 60 days; delivery depends on a validated acquisition plan, approved media and timely approvals. Milestones cover always-on, campaign and amplification activity together.
08 / DELIVERY, FROM DAY ONETECHNICAL · 50–53, 63–72
Embedded focus.
Agency depth.
An exclusive on-site team for daily delivery. Specialist capacity for strategy, production, performance and campaigns.
DELIVERY PROMISEEmbedded where speed matters.
Embedded where speed matters.
Backed by specialists where depth matters.
One integrated team connects strategy, creative, community, production, performance and reporting without turning the proposal into a list of quotas.
AT ADC HEADQUARTERS
Three exclusive resources.
Dedicated Account Manager
Strategy coordination, requests, approvals, publishing, events and escalation.
Two Senior Graphic Designers
Full bilingual digital and campaign scope, executive materials, infographics and animated presentations. Each with at least 10 years’ professional experience.
Embedded hours: Monday–Friday, 08:00–16:00 GST. Required extended and urgent support remains available.
CONNECTED AGENCY SUPPORT
Account & creative directionArabic & English copywritersCommunity & listeningUAE-based video editingPhotography & videographyAnimation & motionPerformance & analyticsDedicated campaign PM
Approved backup and overflow resources, documented handovers and monthly management visits keep delivery moving.
THE FIRST 90 DAYS
Learn quickly. Deliver immediately.
Live publishing, staffing and contractual service levels begin at commencement. The audit does not defer delivery.
Production & event readiness +
Capture the actual service time
Photography and filming hours are confirmed separately. Travel, setup, waiting, editing and logistics do not consume these quotas.
Deliver while it matters
First approved Story within one hour of event kickoff. Recap submitted two hours before day-end, with approved publication before 18:00.
Maintain continuity
ADC-approved UAE editors and backup, same-day outputs, editable sources and licensed assets. Abu Dhabi Emirate and Dubai; other locations require prior written approval.
Reporting that ends with a decision +
MonthlyBy the fifth calendar day
Social and consolidated online reputation reports. Editable designed PowerPoint, summary sheet, insights and actions.
QuarterlyWithin 10 working days
Trends, benchmarks, KPI progress and next-quarter recommendations.
Semi-annualWithin 15 working days
Cumulative performance, strategic assessment and revised priorities.
AnnualWithin 20 working days
KPI achievement, learnings and strategy recommendations.
Campaign and ad hoc reports follow the approved completion/request timeline. Paid and organic data are separated; unavailable metrics are identified. Reach figures are not added into a claimed unique cross-platform audience.
Quality, ownership & responsible AI +
Human accountability
Final Arabic and English copy is human-written and independently checked. Review facts, official terms, typography, contrast, subtitles, audio and safe areas before ADC approval.
Ownable delivery
Maintain editable files, raw footage, project files, licence records, version history and a complete exit archive. ADC retains control of information and assets.
AI within clear boundaries
Approved tools support exploration and analysis. Restricted ADC material requires written approval before processing. No autonomous crisis replies or fabricated evidence.
Unlimited recurring-service revisions; up to five rounds for animation and campaign deliverables as specified. Agency errors, factual corrections and brand fixes do not consume those limited rounds.
09 / COMMUNITY & CRISIS MANAGEMENTTECHNICAL · 58–62, 69
Protect trust.
Especially under pressure.
Detect early. Escalate fast.
Speak with one approved voice.
ONE ESCALATION ROUTEADC leads the incident.
ADC leads the incident.
Stellar coordinates the communication.
Community Manager
Capture source, time and evidence. Classify and alert ADC directly.
ADC Marketing Lead
Convene relevant owners. Verify facts and confirm the incident lead.
Authorised ADC approver
Approve wording, channels, cadence and any pause or resumption.
Stellar publishing team
Publish approved wording. Monitor reactions and maintain the incident log.
Everyday community care
Seven days, 09:00–18:00 GST, excluding UAE public holidays. Routine replies within four hours; at least 95% within the required timeframes. Critical support remains 24/7.
A risk alert and a public statement are different steps. ADC confirms facts and approves responses; agreed holding lines support the critical response window. The Account Manager coordinates follow-through without delaying the direct alert.
10 / WHY STELLARTHE PARTNERSHIP
✦Institutional discipline.
Institutional discipline.
Creative ambition.
Daily delivery.
ADC should not have to choose between strategic rigour and work people actually want to watch. Our model is built to deliver both.
Protect the institution.
Clear governance, evidence-led decisions and communication built around the real audience need.
Earn the attention.
Distinctive campaign worlds, human storytelling and native formats that make Customs understandable.
Make it happen.
Embedded responsiveness backed by specialist creative, production, performance and reporting depth.
We are not proposing more content.
We are proposing a more valuable ADC presence.11 / THE COMPLETE PROPOSALSUPPLIED SOURCE MATERIALS
The detail behind
the experience.
This website brings the creative and technical story together. The original materials remain available for detailed evaluation.
28 PAGES · CANVA
Creative proposal
Original visual direction, nine content concepts and bilingual copy.
↗GOOGLE DRIVE · ORIGINALSCreative asset library
High-quality films, motion sequences, artwork and storyboards.
↗Source versions & approval notes +
Source basis. The supplied 76-page technical proposal and the linked 28-page creative deck, with assets from the supplied Drive folder. The technical document introduces six content concepts; the later creative collection contains nine. They are presented as separate source sets, not silently merged into a new specification.
Operational claims. “13 → 2” requires the approved service name and 2022 context specified in the technical proposal. The pre-arrival carousel contains an 89% figure, while the technical document cites 83% for 2025. The materials do not establish a reconciliation; ADC should confirm the relevant period, definition and approved figure before release.
Proposal status. Concepts and campaign names are proposed. The original technical document is a review draft and identifies outstanding personnel, qualifying case evidence, references and creative-authorship confirmations on page 74. This website does not assert that these have been completed.
Performance & access. Growth figures are proposal targets, not live data. Original Canva and Drive links use the source owners’ sharing permissions. This presentation includes no commercial proposal or pricing.
STELLAR MEDIA × ABU DHABI CUSTOMS
لا تقنع بما دون النجوم
Beyond the stars.
Let’s make the journey matter.