Total 460 words used.
We needed to create visibility around Yas Theme Parks, CLYMB™ Abu Dhabi and Qasr Al Watan during the slow-paced summer season and engage with key journalists to support an integrated summer marcomms campaign being rolled out by Farah Experiences, the manager and operator of award-winning theme parks and attractions. We sought to reconnect with our top-tiered lifestyle and consumer media in the UAE and reignite excitement that would ultimately help drive footfall to Ferrari World Abu Dhabi, Yas Waterworld, Warner Bros. World™ Abu Dhabi, CLYMB™ Abu Dhabi and Qasr Al Watan.
Our primary objective was to showcase Yas Theme Parks and attractions as a combined offering, further reinforcing the attractions’ position as must-visits during the summer holidays. We also wanted to strengthen our relationships with select tier-1 lifestyle and consumer media, to empower them as brand ambassadors on our behalf. In addition, we had a vested interest in showcasing just how complementary the experiences offered across the theme parks and attractions are to one another. As such, we knew that the way to capture the media’s attention and their publications’ editorial spaces was by providing a close-up and hands-on experience that they can boast about in the papers.
The key pillar for success resided in building excitement and anticipation within local media who have been accustomed to the award-winning attractions and its unique guest experience, continuously delivered throughout the year. A shrinking pool of consumer media (as a result of post-pandemic consolidation) as well as border restrictions in place between Dubai and Abu Dhabi made it even more challenging to secure interest from Dubai-based media.
With the introduction of FacePass as a cutting-edge contactless technology that would streamline guest experiences, we invited them to visit all five of Farah Experiences’ attractions, with many of their family and friends in town and during strict measures and restrictions in place on the borders between both emirates. As a result, the media fell head over heels and enjoyed an experience of a lifetime with their loved ones.
The program portion of the trip spanned a total of 4 days from the 11th – 14th of July 2021, to allow invited members of the media and their families to enjoy each theme park and attraction at their leisure, following a pre-approved schedule. We hosted a total of 17 tier-1 media outlets who experienced the attractions across four days with their family and friends. The feedback from visiting media was extremely positive, with 100% of media commenting that the trip had broadened their understanding of what Yas Theme Parks, CLYMB Abu Dhabi and Qasr Al Watan have to offer. We generated 30+ clippings with a total Opportunity to See (OTS) of 22,064,853 and an Advertising Value Equivalency (AVE) of AED 1,112,406.
