Yas Island: Chief Island Officer

Yas Island, a holiday destination in Abu Dhabi, increased search volumes, revenue and social media followers by using celebrities to endorse its offerings.

Campaign details

Brand: Yas IslandAgency: Initiative MENARegion: EMEA

Strategy

Objective

The primary objective of this campaign was to drive consideration, incremental package sales during the key competitive summer season and increase revenue by 30% and average order value by 15% compared to the same period pre-COVID in 2019. This was very ambitious considering the path to recovery is still ongoing and Abu Dhabi continues to have strict PCR testing requirements to enter anywhere in the city. In a saturated market, it was imperative to drive talkability, buzz, engagement and consideration for Yas Island and make...

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