MUMBAI: Yas Island Abu Dhabi, a leisure and entertainment destination, and travel-tech brand Holiday Tribe launched the #MyYasVibescampaign. Marked by exclusive creator-led travel content, 12 macro influencers from India travelled to Yas Island as part of the campaign to immerse themselves in its world-class attractions: Ferrari World™ Yas Island, SeaWorld® Yas Island, and Warner Bros. World™ Yas Island, Abu Dhabi. Every creator explored a different side of Yas Island, collectively garnering a reach of close to 20 million across social media channels such as Instagram, YouTube and Facebook.
The campaign was built on the insight that Gen Z doesn’t usually respond to destination advertising, they prefer people like them discovering places in their own way. Creators were positioned as narrative builders, each revealing a distinct side of Yas Island. The content strategy was built on the different experiences of the creators, leading to the creation of dynamic content as a master film, cohort reels catering to the different ways audiences engage with travel, statics and stories. With close to 100 content pieces going live on social within three weeks, the authentic tone and fresh treatment made the campaign relatable, immersive, and share-worthy, rather than promotional.
Badr Bourji, senior VP marketing, Miral Destinations said, “India continues to be a highly engaged priority market for us. Partnering with Holiday Tribe on this creator-led campaign allowed us to authentically bring the Yas Island story to life through creators who genuinely connect with their audiences, showcasing the diversity of experiences and reinforcing that every visit delivers its own unique Yas-vibe and sense of adventure.”
Chirag Goyal, founder, Holiday Tribe, said, “Holiday Tribe was created with a simple belief – that travel is deeply personal, and the best holidays are the ones that are shaped around you. Customisation has always been at the heart of what we do, and our campaign with Yas Island is a seamless extension of that philosophy. Yas Island offers something for every kind of traveller and it all begins with tailored inspiration. This diverse tribe of creators has unlocked fresh perspectives on the destination, showcasing its versatility like never before. Through immersive, creator-led content, we are excited to enable more travellers to discover their own Yas vibe – in a way that feels authentic, unique, and truly theirs.”
The campaign brought together Yas Island, known for its theme parks and attractions, dining experiences, and world-class hotels and Holiday Tribe, an emerging brand focussed on customised leisure travel – offering creators the opportunity to discover and showcase the best of the Island in their own unique style. The creators explored the thrills and adventures of Yas Island’s offerings: coasters and record-breaking rides at Ferrari World Yas Island; immersive storytelling and characters at Warner Bros. World Yas Island; extraordinary marine encounters at the world’s largest indoor marine-life theme park, SeaWorld Yas Island; and dining, shopping and entertainment across the island.
