Total 624 words used.
During the summer season, Yas Island presents a fantastic opportunity for people to enjoy exceptional family-friendly packages and a variety of indoor entertainment options designed to cater to all ages. However, as local interest in Yas Island's summer offerings grows year by year, our goal was to capture regional attention and inspire neighboring GCC countries to explore the treasures Yas Island has in store.
Yas Island's latest summer campaign, featuring the Kuwaiti band 'Miami', takes viewers on a nostalgic journey back to the 90s, offering a catchy remix of their popular Arabic pop song ‘AlHamdullah w Shefnakom.’ This campaign builds upon the ‘Yas Yas Baby’ rendition from the previous year, this time captivating hearts across the Arab world with a fresh and groovy twist that resonates with every generation.
To ensure the success of this campaign, we had to lay the groundwork to make a lasting impact in key markets, including KSA, Kuwait, Oman, Bahrain, and Qatar. We partnered with our sister agencies Momentum and Initiative to establish a comprehensive approach to amplify our message. Collaborating closely with our media relations teams, we secured initial support from leading regional outlets and arranged radio interviews for Miami Band and our spokespeople. Additionally, we made strategic preparations for a flash mob activation in both KSA and Kuwait, as part of our efforts to maximize the campaign's visibility in the GCC and to resonate with the Arab audience in our source markets. The innovative approach generated significant buzz and sharable content amongst GCC countries, showing once again how the power of music and nostalgia can create fond memories and instill a sense of belonging that crosses borders. As a result, it led to a substantial boost in sales from the GCC markets, particularly during the Summer Eid break.
We simultaneously launched the campaign across all channels, converging our efforts in the GCC by engaging with relevant travel and tourism outlets. Our media buying teams played a crucial role in expanding our reach across key cities.
We began by conducting a media scouting exercise to prepare the media for the campaign's announcement. Subsequently, we secured and pitched key interview opportunities to position our spokespeople as subject-matter experts, broadening the campaign's impact in each market. We maximized our outreach with exclusive editorial placements and creative story angles in target markets, such as KSA. Afterwards, we announced the campaign with a widespread distribution across the UAE and other GCC source markets, utilizing content syndication and targeted placements in leading tier-1 Arabic and pan-Arab publications to generate broader interest from neighboring markets. We also pursued partnerships with Anghami and Bukhash Brothers to extend the campaign's reach across the GCC.
Moreover, we engaged key regional communications trade publications to cover the campaign's success and highlight how inter-agency collaboration can lead to business success.
Yas Island's GCC campaign resonated with audiences in each market across the Gulf. Its success was evident in the positive sentiments and engagement it garnered, with favorable online comments pouring in and increased interest in Yas Island's offerings. Not only did we foster positive brand affinity, but we also employed our strategic communications approach to leverage a key seasonal opportunity, resulting in a double-digit growth in GCC visitation compared to 2022.
Campaign results:
- 538M impressions, 147K shares and 315M online video views
- 100+ local and regional organic and agency generated media clippings, including leading titles across the GCC such as: Al Ittihad, Al Bayan, Time Out, Campaign ME, Arab Ad, Al Wahda, Al Riyadh, >Kuwait Press, Jamalouki, AlAnba and an exclusive in leading lifestyle magazine Destination KSA
- Generated 679% engagement rate and 76% higher link clicks compared to ‘Yas Yas Baby’
- The campaign generated a total reach of 236M and an AVE of $1.9B across the GCC
Nomination Title: Yas Island, Abu Dhabi - GCC Campaign
