Yas Island Abu Dhabi has rolled out an upbeat, funny, musical campaign featuring three friends channeling their inner Bee Gees. The spot, which was developed in collaboration with Momentum UAE, takes us on a fast-paced tour of the island’s endless entertainment, all while the protagonists sing along to a new and improved ‘Stayin’ Alive.’ Stayin’ on Yas was launched on social platforms on 27th July 2021. The campaign was developed by the creative agency Momentum UAE, with support from Dejavu and Starcom.
The campaign came following research into over 3,300 individuals across the UAE, revealing that 37.1% look to spend time with their family members, that over a third are looking to relax while on a staycation, and that 42% considered a beach a ‘must-have’ when on staycation. Over 25% of respondents shared that they wanted to have fun when on staycation, with 34.1% of under 24s listing fun as their top priority. Over a quarter also revealed that safety assurances were critical when considering a staycation destination.
Detailing about the campaign, Liam Findlay, General Manager at Experience Hub – Yas Island, said, “This incredible set of results speak for themselves: Stayin’ on Yas was a resounding hit with UAE audiences. As a destination, we have worked hard to ensure that Yas Island is top-of-mind for UAE residents when wanting to book a staycation. With our plethora of activities across the Island – the world’s fastest roller coaster at Ferrari World Abu Dhabi, its tallest indoor climbing wall, and widest skydiving chamber at CLYMBTM Abu Dhabi, or its largest indoor theme park at Warner Bros World.TM Abu Dhabi – Yas Island packs a punch for all visitors.”
“These results underscore that, post-pandemic, UAE residents are keen to enjoy a vibrant, multi-activity staycation, and Yas Island delivers that in spades. Our research of audiences in Dubai and Abu Dhabi is indicative of the broader sentiment among those living around the nation, and we are proud at Yas Island to offer products catered to that and more,” added Findlay.