To sustain visitor engagement through the hotter months, Visit Jebel Jais launched PEAK HEAT, a wellness-centred activation designed to reframe how UAE residents approach summer. Developed by StickyGinger, the campaign introduced an outdoor wellness experience in collaboration with DRYP Studio and ROVE Al Marjan Island; positioning it as a seasonal offering rather than a one-off stunt.
“In the UAE, summer is typically seen as a season to avoid, something to escape. This campaign took that narrative and flipped it. Instead of running from the heat, we leaned into it,” says Maha Galieva, Head of Marketing, Visit Jebel Jais.
The campaign runs from June through late August, when desert temperatures peak. It has so far reached over 4 million people across social and digital platforms.
Turning summer heat into a wellness advantage
The concept drew from a simple insight: although temperatures at the summit of Jebel Jais are cooler than at sea level, they still mirror the warmth of a traditional hot yoga studio. This parallel inspired a mountaintop wellness session combining yoga, natural surroundings, and panoramic views – transforming summer heat from a deterrent into an asset.
“We were inspired by the desire to reimagine how people experience the UAE’s most intense season. The mountain is more than scenery, it is an invitation. We want people to feel the pulse of Ras Al Khaimah’s natural landscape and see wellness as a journey shaped by altitude, climate, and the calm of open horizons,” says Galieva.
She continues, “We designed PEAK HEAT to embrace the very elements that people usually retreat from, showing that the UAE’s natural climate can be part of the wellness journey. The choice of Jebel Jais, with its altitude and relatively cooler air, offered the perfect regional balance, it’s still hot, still intense, but beautifully accessible. Rather than seeing summer as something to escape, we saw the potential to turn it into something powerful and purposeful.”
Early indicators suggest the campaign achieved 50 pieces of coverage across social, online, and print media, reaching 4.1 million people, with more than $173,000 in advertising value equivalency (AVE), is a metric used in public relations to estimate the value of media coverage, and more than $521,000 in PR value.
PEAK HEAT: A multi-sensory experience
The campaign targets active professionals aged 25 to 45, both residents and short-haul travellers, who value wellness, outdoor adventure, and social connection; or who are simply seeking an opportunity to reconnect, reset, and rediscover themselves in nature.
Jessica Casalegno, Managing Director, DRYP Studio, says, “We believe heat can heal. By taking our signature hot workouts out of the studio and into nature, we invite guests to discover new reserves of resilience, energy, and community.”
Galieva adds, “The idea was simple: take the heat, the mountains, and movement, and bring them together in one unforgettable experience. We wanted to create a setting that felt cinematic, raw, and emotionally resonant. The concept came to life very naturally, shaped by instinct, creativity, and the incredible energy of Jebel Jais.”
To mark the launch, a media and influencer event was held during golden hour, featuring a guided yoga class against the Ras Al Khaimah mountain backdrop. Participants later dined at 1484 by Puro, the UAE’s highest restaurant, followed by an overnight stay at ROVE Al Marjan Island with a late checkout – previewing the full consumer-facing summer package.
