Brief

Launch Yas Island Abu Dhabi in the UK through an integrated campaign capable of building awareness, consideration, and conversion across multiple touchpoints.

Challenge

Travel advertising typically defaults to generic destination clichés, well, there was the hugely successful Jet2Holiday…

For Yas Island,we needed to create a platform broad enough to unite its attractions while still feeling personal and culturally relevant to a UK audience.

Insight

People don’t describe holidays through geography.
They describe them through the kind of experience they want.

“My kind of weather.”
“My kind of trip.”
“My kind of escape.”

Strategic Thought

The campaign leaned into a familiar UK expression and repositioned Yas Island as the answer to the kind of holiday people were already looking for.

This led to the platform:

“Your Kind of Holiday.”

The line gave the campaign flexibility across audiences, attractions, and formats while keeping the messaging unified.

Integrated Rollout

The platform extended across awareness, consideration, and conversion touchpoints including social content, animated edits, OOH, publications, demand generation, and performance-led statics.

Launch

Family Vacationers’ Messaging

Young Thrill Seekers Messaging

Awareness Social Posts

OOH

Consideration Posts

Conversion Static Posts

Newspaper wrap

Each execution tailored the message to a different audience mindset while reinforcing the same core idea:
Whatever your kind of holiday is, Yas Island fits it.