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Yas Island launches first consumer brand campaign to attract Israeli holidaymakers

The online campaign introduces the destination like nowhere else to the Israeli market.

Yas Island Abu Dhabi has launched a new online brand campaign entitled ‘Experience it to Believe it’, designed to entice Israel based holidaymakers to visit Yas Island, the destination ‘like nowhere else’.  The advertising campaign represents one of the first destination marketing campaigns targeting Israeli holidaymakers, encouraging them to visit one of Abu Dhabi’s leading vacation hotspots.

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The 150,000 USD online campaign, features a 45-second brand campaign introducing the destination in English and Hebrew, will run from 6 April 2021 until 8 May 2021, on platforms including Facebook, Instagram and YouTube among others.

The promotional push builds upon the inauguration of the historic Etihad Airways twice-weekly flight between Abu Dhabi and Tel Aviv which took place on 6 April 2021, with analysts and industry executives expecting around 1.25 million tourists travelling between the two cities for tourism and business and 500,000 Israelis expected to travel for tourism and leisure during the initial stages.*

The roll-out of the campaign is set to capitalise on the exponential interest in travelling to the UAE amongst Israeli holidaymakers, with demand for the UAE peaking at 580 per cent since January 2021, and expected to soar further during Israel’s peak holiday season.

The ‘Experience it to Believe it’ campaign celebrates Yas Island’s most iconic attractions including world-class theme parks Ferrari World Abu Dhabi, Yas Waterworld, and Warner Bros. World™ Abu Dhabi, as well as Yas Marina Circuit, Yas Links golf course and record-breaking adventure hub CLYMB™ Abu Dhabi.  The campaign appeals to families, couples and groups of friends alike, taking in the destination’s stunning beach and mangroves, luxury hotels and exceptional dining experiences, introducing audiences the offerings all packed into one 25 km2 destination.

With international borders having recently opened to Abu Dhabi and Israel having joined the Abu Dhabi ‘Green List’ on 5 April 2021, with a quarantine free holiday corridor in place, alongside a range of safety and wellness guidelines, the campaign encourages holidaymakers to discover Yas Island and beyond, in a fun, yet safe and responsible manner.

The historic campaign also coincides with the launch of a series of new holidays packages for the destination for Israeli holidaymakers, and the recent trade partnership between Experience Hub, the trade and promotion arm of Yas Island’s and Amsalem Tours & Travel Ltd. which will increase awareness of Yas Island Abu Dhabi among the Amsalem travel trade network through the Yas Expert online training program.

Liam Findlay, GM of Experience Hub said ‘We are delighted to launch the ‘Experience it to Believe it’ campaign which showcases the very best of Yas Island, from award-winning theme parks, record-breaking attractions, outstanding motorsports, golf and watersports to Israeli holidaymakers.  We look forward to welcoming visitors from Israel to Yas Island and cannot wait to share our world-class hospitality and introduce holidaymakers to a host of exceptional experiences at the destination like nowhere else”.

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