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Armed Forces Officers Club and Hotel unveils new identity


Armed Forces Officers Club and Hotel unveils new identity
ABU DHABI, 4 hours, 0 minutes
ago
Abu Dhabi s Armed Forces Officers Club and Hotel (AFOCH) is set to undergo a large-scale rebranding, taking on a reinvented identity as Erth - a name that means “legacy”.
 
Revealed at this year’s Arabian Travel Market (ATM),  Erth has a fresh new look but an age-old mission – to provide guests with the highest quality of personalised and genuine service in the heart of Abu Dhabi. The new brand identity complements a refurbished resort that will be completed in 2022.
 
Shaikha Al Kaabi, CEO of Erth, said: “Erth is continually inspired by the rich cultural heritage and proud history of the UAE. We are excited to begin this new chapter to carry on the brand’s legacy of providing the highest levels of bespoke Emirati hospitality, inspired by the story each venue tells.” ....

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Abu Dhabi's AFOCH and gets stunning makeover, and renamed Erth


Abu Dhabi s AFOCH and gets stunning makeover, and renamed Erth
A new Erth has risen from the embers of AFOCH…
The Armed Forces Officers Club and Hotel in Abu Dhabi was always a building of distinctive character.
First constructed in 1983, located along Khor Al Maqta it started life as its name would suggest as a recreational hub for officers of the UAE’s Armed Forces. In 1997, it was relaunched, rebranded and opened to the public as the Armed Forces Officers Club and Hotel.
With Abu Dhabi’s glittering collection of salubrious five-star hotels growing ever-stronger, an opportunity was seized to spend time restoring this particular historic touristic gems to its former splendor. ....

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