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
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