When Yas Island launched ‘The Answer is Yas‘ earlier this year, the premise was simple: in a world of endless options and overwhelming choices, travellers didn’t need more to consider, they needed one definitive answer. That answer was Yas.
The campaign was born from a clear insight into the modern travel dilemma: with 87 per cent of travellers now considering all-inclusive options and 41 per cent citing planning stress as their top barrier, Yas Island positioned itself not merely as a destination, but as a complete solution, one place where the travel planning becomes a simple seamless experience.
Launched to meet the surging demand for stress-free holiday planning, ‘The Answer is Yas’ seamlessly blended world-class entertainment, including award-winning theme parks Ferrari World Abu Dhabi, Yas Waterworld Abu Dhabi, Warner Bros. World™ Abu Dhabi, SeaWorld®Abu Dhabi and CLYMB™ Abu Dhabi, with hospitality, dining, and leisure into one vibrant destination, and audiences responded decisively.
The Answer is Yas multi-channel campaign was anchored in PR and amplified across paid, owned and earned touchpoints. The hero video went live across Yas Island’s official website, social media channels and digital platforms, including Instagram, X, Facebook, and YouTube.
The campaign involved Weber Shandwick MENAT as the PR agency, Momentum Dubai for creative and social media, Initiative MENA for media planning and buying, and Deja Vu as the production house.
The brand has now shared its results, calling the campaign ‘remarkable’.
‘The Answer is Yas’ delivered record-breaking performance for the brand across every key metric, exceeding previous benchmarks and reaffirming Yas Island’s standing as a leading entertainment destination.
The campaign delivered exceptional year-over-year growth across all key metrics:
- +424 per cent increase in reach
- +13 per cent rise in website traffic
- +441 per cent surge in package search
- 7 million social engagements generated by campaign films and content
On the strength of this success, the campaign now returns with 2.0, that doubles down on the same themes: cutting through the noise, eliminating choice confusion, and delivering the effortless, experience-led escape that modern travellers are looking for.
The philosophy behind the original campaign, simplicity, convenience, and the promise of an effortless, unforgettable experience does not stop here. ‘The Answer is Yas 2.0’ builds on this proven foundation, amplifying what worked and elevating it to new heights.
In a travel landscape that continues to evolve, where choice overload and planning fatigue show no signs of easing, the relevance of the campaign only grows.
Version 2.0 once again meets travellers exactly where they are; craving simplicity and deliver the same reassuring answer, only louder, bolder and more immersive than ever before.
With travelers embracing Yas Island as the answer to the ultimate holiday experience, momentum builds for ‘The Answer is Yas 2.0’, delivering an even bolder, bigger, and more thrilling chapter for the destination.
CREDITS:
Client: Miral Destinations / Yas Island
Creative and social media agency: Momentum Dubai
PR agency: Weber Shandwick MENAT
Media agency: Initiative MENA
Production house: Deja Vu
