The future of Hawkins is finally about to unfold. Will our favourite characters make it to the end? Will the stars ever get a break from the chaos? No idea – but one thing’s certain: Millie Bobby Brown, or as we better know her – Eleven, is bringing a little bit of that Stranger Things magic to Yas Island. After years of fighting demogorgons on-screen, she’s now stepping into a real-world adventure – well deserved, too.
Why you ask? Great question. We asked Millie Bobby Brown the same question.
In an exclusive conversation with Campaign Middle East, Brown responded, “Yas Island is such an amazing destination. Seriously, the vibe is unreal. Between the theme parks and all the incredible attractions, there is never a dull moment.”
She added, “It honestly felt like the perfect place to sprinkle a little bit of Hawkins mystery into our episodes. The coolest part is knowing that fans in Abu Dhabi and across the region can now experience both the energy of Yas Island and the world of Stranger Things. That’s what makes this so special.”
Hawkins might not (yet!) have realised that they’ve been living with a superhero in their midst, but Miral Destinations and Yas Island definitely did.
As such, the latest Yas Island campaign bridges two worlds – and no, we’re not referring to a trip to the Upside Down; we’re referring to a trip to the special Stranger Things: The Experience at Abu Dhabi, where audiences can experience the thrill of the show off screen.
And, in true Stranger Things fashion, the timing wasn’t a coincidence – it was strategic.
Chapter One: The culture connection
Stranger Things: The Experience launched just ahead of the show’s fifth and final season, a moment where global sentiment, nostalgia and fan engagement are at their peak.
To build on this experience, Miral and Yas Island announced Millie Bobby Brown as their official brand ambassador. The experience offers fans – including adults and children – a chance to step inside the show’s most iconic settings, from the Hawkins Lab to the Byers’ living room, all wrapped in pure ’80s nostalgia.
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Yas Island didn’t just rebuild a set; they created a universe that extends beyond the screen. Stranger Things: The Experience extends the captivating TV series, evolving it into a cultural touchpoint, a shared emotional language – and the campaign aims to reflect that.
“At Yas Island, our ambition has always been bigger than tourism. We’re building one of the world’s most relevant entertainment destinations, a place that doesn’t just advertise to the world, but participates in the culture the world cares about. Stranger Things was a natural step in that evolution,” says Badr Bourji, Senior Vice President of Marketing at Miral Destinations.
He adds, “Our audience data has consistently shown a growing appetite for immersive, IP-driven experiences, especially among families, millennials, and long-haul travellers. People don’t just want a holiday anymore, they want to step into the worlds they love. We intentionally align with IPs when they sit at the top of the cultural curve. It’s the same principle that fueled our Chief Island Officer campaigns with Ryan Reynolds and Jason Momoa: relevance, resonance, and perfect moment storytelling.”
Chapter Two: Riding the wave
The partnership allowed Yas Island and Miral Destination to step into and ride the emotional wave the world was already on. Fans are bracing for the end of the series and the campaign entered the conversation at precisely that moment of anticipation.
The campaign doesn’t parody Stranger Things; it honours its tone, rhythm and iconography. Every detail was treated with care, because fans can immediately sense authenticity, and the campaign needed to reflect the same devotion that is brought to the series.
Brown’s role was approached with the same intentionality. She appeared as herself, not as Eleven. This choice matters. It marks a personal transition, not a character cameo – and it feels human, fresh and emotionally true.
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“Entertainment has always been at the core of Yas Island, and when we select talent for our campaigns, our priority goes far beyond their on-screen success. We look for individuals who embody the spirit, values, and energy of the destination itself. Millie Bobby Brown represents exactly that,” says Bourji.
At the same time, the campaign extended the story beyond the screen. Stranger Things: The Experience gives fans something tangible to do with their anticipation. The campaign becomes the gate, not the destination.
Bourji adds, “Ultimately, this wasn’t just a response to demand, it was a signal of Yas Island’s next chapter. We’re no longer simply partnering with global culture; we’re shaping destination experiences inside the cultural moments the world is talking about. Stranger Things is more than a collaboration, it’s a milestone in how Yas Island will speak to travellers in the years ahead. Because if you want to play in culture, you don’t mimic it. You meet its emotion, respect its world, and add something of your own. And that’s exactly what this partnership was designed to do.”
Chapter Three: Next-level nostalgia
Over the past few years, Yas Island has built a strong connection with older audiences by tapping into nostalgia in ways that feel fresh and contemporary.
Their campaigns have reimagined cultural classics, from transforming “Stayin’ Alive” into “Stayin’ on Yas” and “Ice Ice Baby” into “Yas Yas Baby”, to recreating Bollywood favourites like Zindagi Na Milegi Dobara with Zindagi Ko Yas Bol.
Collaborations with global icons such as Kevin Hart, Jason Momoa and Ryan Reynolds, have further cemented appeal among millennial and Gen X travellers, creating moments that feel both culturally resonant and globally relevant.
“While this remains an important part of our brand, our strategy has never been to stay within one generational lane. In parallel, we’ve been intentionally broadening our appeal to include younger travellers, specifically Gen Z and younger millennials, whose cultural references and entertainment behaviours look very different. Stranger Things enables us to do exactly that,” says Bourji.
He adds, “This generation doesn’t respond to nostalgia in the same way. They gravitate toward fandom, immersive worlds, and cultural moments that are unfolding in real time. Stranger Things is one of the most influential global youth fandoms of the past decade, and the timing, ahead of the show’s final season, means engagement is at its highest.”
Chapter Four: Open gate
Millie Bobby Brown, a global superstar, has become a defining voice for the next generation, inspiring young people everywhere to be adventurous, creative, and unapologetically themselves.
As the youngest-ever UNICEF Goodwill Ambassador, she’s shown what leadership, courage and compassion can look like at any age.
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As a result, partnering with Brown opened new avenues for Miral Destinations and Yas Island to meet younger audiences authentically while tapping into the emotional moment fans are experiencing.
“At Yas Island, we don’t just offer attractions, we create energy, exploration, and unforgettable experiences. Millie perfectly embodies that spirit. In our campaign, sees her playing a version of herself – authentic, playful, and inspiring connecting with teens, families, and global fans alike,” says Bourji.
This partnership isn’t just about star power; it’s a step toward engaging and inspiring the next wave of global travellers.
He adds, “This isn’t a shift in direction; it’s an expansion of our multi-generational approach. We continue to serve the audiences who built a strong bond with Yas Island, while simultaneously creating culturally relevant entry points for younger travellers who will drive the future of global tourism.”
All in all, the Stranger Things collaboration strengthens Yas Island’s ambition to be a destination that resonates across generations, a place where every audience can find a world they can step into. With Brown on board, Yas Island continues to be a destination that fuels imagination, celebrates individuality, and inspires the adventurer in everyone.
“Beyond the global appeal of Stranger Things and Millie’s brand, our upcoming storytelling moments are the next vehicle in our mission of expanding into key international markets like the UK, alongside our continued focus on the GCC and India. Millie is big in our core target markets; we are really hitting the nail on the head in terms of multi-market resonance,” says Bourji.
Yas Island plans to extend the campaign across radio, social, and digital channels will turn Brown’s holiday into a series of immersive storytelling moments, supporting Yas Island’s mission to be a destination that fuels imagination, celebrates individuality and inspires adventure.
Fair warning though, there is currently no way to confirm if any Demogorgons will be lurking nearby.
