The Challenge

Yas Island aimed to position itself as the UAE’s premier destination, offering a unique mix of adrenaline-pumping excitement and tranquil relaxation. The goal was to communicate this duality while showcasing the exclusivity of its experiences across digital platforms and outdoor media.

The Solution

As a Conceptual Copywriter at Ogilvy Dubai, Yosri helped craft the #OnlyOnYas campaign (فقط في ياس), a 360° initiative designed to capture the essence of Yas Island. The campaign leveraged the contrast between thrilling adventures, such as the Formula Rossa roller coaster, and serene escapes, like kayaking in the mangroves.

From a hero film and bite-sized digital content to radio spots and vibrant outdoor visuals, the campaign showcased the diversity of experiences Yas Island offers, creating an emotional connection with audiences. The messaging emphasized Yas Island’s unparalleled attractions and intrinsic values, resonating with families and adventure-seekers alike.

The Results

• 360° Visibility: The campaign dominated digital, outdoor, and radio platforms across the UAE, ensuring widespread reach.

• Massive Digital Success: Millions of views and high engagement rates on Yas Island’s social media channels.

• Cultural Impact: The campaign’s messaging and visuals established Yas Island as the go-to destination for excitement and tranquility.

Takeaway

By highlighting the unique balance of thrill and calm, the #OnlyOnYas campaign proved that great storytelling, paired with strategic execution, can redefine a destination’s identity and drive powerful results.

The campaign delivered a 360° impact, combining a hero film, digital content, outdoor media, and radio. It achieved millions of views and engagements across Yas Island’s digital platforms and established its brand identity as the go-to spot for both adventure and relaxation.