Innovative campaign concept cuts through the clutter to drive massive interest to Yas Island’s summer offer
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Mumbai, June 16 2021: As part of its efforts to promote its Kids Go Free summer promotion, Yas Island, Abu Dhabi’s premier leisure and entertainment hub, developed a series entertaining videos, using toys as spokespeople, highlighting their need to take their own break! The Toy Talks video series aims to emotionally connect with children and parents alike with relatable humour of life in lock down, through the eyes of toys.
Inspired by Toy Story, the popular children’s movie, and Ted Talks, each video highlights a range of different toys – from action figures, stuffed animals and dolls, to RC cars, video game consoles and tablets – and how they have been used and abused to keep kids entertained while they remained indoors with lockdown measures in place since last year. As restrictions ease and Yas Island welcomes back visitors safely, the toys highlight the destination’s Kids Go Free summer offer, imploring families to take the opportunity to enjoy world-class entertainment, while allowing the tired toys to take their own vacation at a destination like nowhere else.
Conceptualised by marketing agency Momentum UAE and developed by production house Dejavu, the sentiment led campaign is already cutting through the clutter of summer advertising with its emotive message all children can resonate with. A series of three entertaining videos were posted on Yas Island’s social media platforms resulting in a 149% uplift in visits to yasisland.ae website and more than a 200% increase in searches for packages in the first week – four videos remain to be posted in the coming days.
Liam Findlay, GM of Experience Hub, the sales and Marketing arm of Yas Island said “The ‘Toy Talks’ campaign aims to spark a sense of wonder and imagination amongst its young audience, seeing their familiar toys come to life, with parents able to appreciate the humour in relation to rival destination campaigns, and see Yas Island as a respite for their tired families.”
“In order to make the films feel more relatable, more vivid, and ultimately more impactful, we wanted to get as close to ‘reality’ as possible. So we carefully chose a range of toys to represent all the different kinds of toys kids ‘used and abused’ during the pandemic – everything from action figures and plush toys to digital gaming devices and traditional plastic ones. “
Advertising Agency: Momentum Dubai, United Arab Emirates
Production House: Dejavu
Media Agency: Starcom
Senior Creative Director: Muhammad Ali
Associate Creative Director/Copywriter: Vishal Munyal
Associate Creative Director/Art: Gary Rolf
Account Director: Wissam Gharib
Account Manager: Diana Asal Executive Creative Director: Raphael Nassoura
Regional Head of Planning: Tahaab Rais
Strategic Planning Manager: Sameer Islam
For more information, bookings, and terms and condition, please visit: www.yasisland.ae
Notes to the editor
Throughout summer and until 30 September 2021, children below the age of 12, when accompanied by a paying adult*, can enjoy three world-class theme parks - Ferrari World Abu Dhabi, Yas Waterworld, and Warner Bros. World™ Abu Dhabi – for free alongside staying and eating for free at some of the island’s top hotels.** Designed for big and little kids alike, families can enjoy even more quality time together at purse-friendly prices. What’s more, all packages booked through www.yasisland.ae not only get access to Yas Island’s incredible range of theme parks, but guests can also enjoy complimentary tickets to Abu Dhabi’s renowned art and civilization museum: the Louvre Abu Dhabi.
*One free child per one paying adult.
** Starting from price is per adult sharing double/twin room, and is inclusive of breakfast & theme park tickets for up to 2 adults and 2 children below 12 staying in same room, except Centro Yas Island where room occupancy is limited to 2 adults and 1 child below 12 years old. Children share for free on existing bedding. Extra bed charges may apply.
*** Terms and Conditions apply
To watch the videos, please click any on the following links:
About Yas Island
Yas Island is one of the world’s fastest growing leisure and entertainment destinations, located on the golden shores of Abu Dhabi - just 20 minutes from downtown Abu Dhabi and 50 minutes from Dubai. Yas Island offers holiday makers a diverse mix of award-winning leisure and entertainment experiences, from one-of-a-kind attractions, world-class shopping and superb dining, to a links golf course, exciting water and motor sports, and spectacular musical, entertainment and family events… all within the 25 sq km Island. Today, Yas Island is home to the award-winning attractions Ferrari World Abu Dhabi, Yas Waterworld, Warner Bros. World Abu Dhabi, the record-breaking CLYMB™ Abu Dhabi, Yas Marina Circuit (home to the FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX™), Yas Marina, the award-winning Yas Links golf course, as well as Abu Dhabi’s largest mall, Yas Mall. With eight hotels, including W Abu Dhabi - Yas Island, Hilton Abu Dhabi Yas Island, Crowne Plaza Yas Island Abu Dhabi, Yas Island Rotana, Centro Yas Island by Rotana, Radisson Blu Hotel Abu Dhabi Yas Island, Park Inn by Radisson Hotel Abu Dhabi Yas Island, and Staybridge Suites Abu Dhabi Yas Island, plus more than 165 dining experiences, the destination also features indoor and outdoor concert venues including Etihad Park and Etihad Arena - all of which are complemented by a range of visitor services that connect all attractions to one another.