Under the patronage of H.H. Sheikh Mansour bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Presidential Affairs, Chairman of Khalifa bin Zayed Al Nahyan Foundation for Humanitarian Affairs, The World Trade Centre Souk, developed by Aldar Properties PJSC, has kicked-off a number of initiatives under its Hoyamal campaign. Held in collaboration with the Khalifa bin Zayed Al Nahyan Foundation for Humanitarian Affairs, the initiatives are aimed at supporting Emirati culture and educate foreign expatriates and tourists on the country's heritage. These include a market, art exhibitions and activities for all ages. Hoyamal, named after the traditional rallying cry used by local pearl divers, is an on-going campaign initiated by Aldar that celebrates and raises awareness of local culture through a variety of channels. The WTC Souk is rapidly becoming a leading cultural and art destination in Abu Dhabi. The official launch ceremony of the Hoyamal campaign took place on Sunday evening at the WTC Souk in the presence of Mohamed Haji Al Khoori, Director-General of the Khalifa bin Zayed Al Nahyan Foundation for Humanitarian Affairs, and Mohammed Khalifa Al Mubarak, Deputy CEO of Aldar Properties. The event was also attended by senior officials from the Khalifa bin Zayed Al Nahyan Foundation and from Aldar Properties. Mohamed Haji Al Khoori, Director-General of the Khalifa bin Zayed Al Nahyan Foundation, commenting on the collaboration, said, "Under the wise leadership of the late Sheikh Zayed and continued by President His Highness Sheikh Khalifa bin Zayed Al Nahyan, the Emirates has become a magnificent mix of twenty first century futuristic developments rising from the sands, yet at the same time it remains steeped in historic tradition. "There is a determination that the past should not be forgotten, which is why the Khalifa Foundation is delighted to collaborate with WTC Souk in initiatives that ensure our rich cultural heritage is preserved and shared and, at the same time, also offers opportunities and support to local families, which is one of the central pillars of the Foundation." Mohammed Khalifa Al Mubarak, Deputy Chief Executive Officer at Aldar Properties, said, "The U.A.E. has a very rich cultural heritage that deserves to be recognised and celebrated. Aldar is committed to driving local social and cultural engagement through our Hoyamal initiative. The response from Emiratis and foreigners alike has been very positive and with this encouragement we are looking into further initiatives under the Hoyamal umbrella." One of the initiatives of the campaign is the Khalifa bin Zayed Al Nahyan Foundation Bazaar, a market at WTC Souk, where U.A.E. families, specifically women, exhibit their handcrafts, products and artwork. The WTC Souk is also celebrating President His Highness Sheikh Khalifa bin Zayed Al Nahyan, by wishing him a speedy recovery and by installing a large white board in its main square for visitors to write down messages expressing their appreciation to the leader. As part of this "Thank You Khalifa" initiative, the artist Noor will also be decorating the white board frame to further express the gratitude of the people of the U.A.E. to His Highness Sheikh Khalifa.