International outdoor media company Marketing Marina, has shared the effectiveness of its outdoor media partnership with Yas Marina during the Abu Dhabi Grand Prix, where the company debuted its 3D holographic ad screen.
Renowned brands such as McLaren, Mastercard and Beyond Properties leveraged the 3D holographic ad-space to amplify their brand exposure and presence at the races, create immersive experiences and captivate event attendees at the Yas Marina circuit. This generated millions in sales leads for participating brands during the event, the company told Campaign Middle East in a statement.
Joonas Ruolahti, Founder of Marketing Marina and Marketing Golf, said, “Our partnership with Yas Marina during the Abu Dhabi Formula 1 Race Weekend truly brought our vision to life, taking outdoor media to a new level. The debut of our 3D holographic screen was more than just a technological milestone; it created moments that delivered unmatched value for our brand partners. We are proud to have brands such as McLaren and Mastercard engage through our platform to connect with such an exclusive audience.”
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Marketing Marina targeted visitors and race enthusiasts during the event, including regional and international owners and guests from an impressive lineup of super and mega yachts occupying more than 227 berths.
The 3D holographic screen combined dynamic visuals with high-impact storytelling, highlighting the evolution of digital out-of-home (DOOH) advertising.
Currently with a projected compound annual growth rate of 14.64 per cent, the UAE’s DOOH sector is expected to reach $65.59 million by 2029.
Reflected on the impact of the partnership, Jassim Albastaki, General Manager of Yas Asset Management, which operates Yas Marina and is a subsidiary of Miral, said, “We’re proud of the success of the partnership between Yas Asset Management and Marina Marketing. As the region’s only Gold Anchor Platinum marina, we’re constantly striving to ensure innovation and service excellence is at the forefront of our business operations.”
Albastaki added, “Key strategic partnerships like this allows us to continue to position Yas Island as a top global destination for entertainment and leisure – bringing unique and immersive experiences to our patrons.”
This partnership underscores the importance of cultural sensitivity and audience-specific strategies in the UAE’s diverse market.
In its statement, Marketing Marina concluded that its vision aligns with the region’s evolving consumer expectations, emphasising innovation, personalisation, and authenticity.
