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Anup Oommen
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Behind-the-scenes: How Miral orchestrated ‘a decoy’ before a dazzling Disney reveal

Anup Oommen
posted on

Under strict confidentiality and tight deadlines the Middle East and Africa's first Disney theme park announcement was brought to life by Momentum Dubai, Initiative MENAT, Weber Shandwick MENAT, HQ Worldwide Shows (HQWS) and Dejavu UAE.

Disney Theme Park Resort Yas Island Abu DhabiDisney Theme Park Resort Yas Island Abu Dhabi

Miral and The Walt Disney Company strategically orchestrated the unveiling of the first Disney theme park resort in the Middle East and Africa region. This was done in close collaboration with Momentum Dubai, Initiative MENAT, Weber Shandwick MENAT, HQ Worldwide Shows (HQWS) and Dejavu UAE, among other key stakeholders – marking one of the most ambitious and high-profile integrated campaign launches the region has seen to date.

Under a strict veil of confidentiality, a ‘decoy’ campaign was executed in full across strategy, creative, production, media, communications and PR, which then culminated in the region’s most magical reveal that captured the attention of the world, sparking a fren


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Tags:Abu DhabiAdvertisingbillboardsCampaigncommunicationsconfidentialityCreative StrategydecoyDeja VuDejavu UAEDisney theme parkdronesearned media coverageexperientialGlobal media junketHQ Worldwide ShowsHQWSInitiativeInitiative MENATmagna globalmarketingmediamedia coveragemedia rolloutMiralMiral DestinationsMomentumMomentum DubaiMomentum UAEnight-time spectacularOut-of-homeproject announcementReputation ManagementscriptingstoryboardingThe Walt Disney CompanyW Abu DhabiWeber ShandwickWeber Shandwick MENATYas IslandYas Links
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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