In a grand launch event at Ferrari World, Abu Dhabi, Miral unveiled the new brand identity for destination Yas Island, designed in collaboration with Start.
Darren Whittingham, Chief Creative Officer at Start, said: “Through the ambition to develop a world-class leisure and entertainment destination – one that offers everyone not just the best of the Middle East, but the best of all worlds – Miral is taking a key role in the Abu Dhabi Economic Vision 2030.”
Miral engaged Start to help them to bring the spirit of Yas Island to life, on both a local and a global level. The result was a complete brand build supported by a full launch that would increase visitation to Yas Island, increase the length of stay through well-integrated customer experiences and to become a destination of choice for work, residence and play.
Whittingham said: “This was a highly collaborative partnership with Miral - one where we helped author the Yas Island vision and purpose over an 18-month-period; carrying-out insight analysis, experience mapping, stakeholder consultation, competitor landscape exploration and audience evaluations. The team have designed a definitive brand strategy and identity for Yas Island that will set its stage years to come.”
Commenting on the new identity, Mohamed Abdulla Al Zaabi, CEO of Miral, said: “We are excited to unveil a new brand that truly captures the essence of what Yas Island is all about. The vivid sense of movement and vibrant fusion of colour reflects a vivacious spirit and a passion for life that Yas Island stands for. This milestone marks the beginning of a new chapter in the evolution of Yas Island whilst staying true to its core values of being authentic, progressive, dynamic, determined, embracing and pioneering.
“The Yas Island brand is not just an abstract vision; it is deeply rooted in people. The rich, diverse community that the island boasts today is an integral part in the fabric that makes up Yas Island, and what ultimately sets it apart as a world-class cosmopolitan destination.”
The reveal of the new identity also saw the announcement of Yas Island’s vision for the year 2022 - to be one of the world’s top ten destinations for family fun, and attract 48 million visits annually. Yas Island will also aim to host 100,000 corporate travelers annually, and is projected to have 4,000 rooms across family, lifestyle and business hotels. With ambitious development plans underway, Yas Island is also set to be home to 10,000 residents with yet another 10,000 commuting to the Island daily for work.
The launch of the new brand comes as Yas Island marks its most successful summer to date with a record 50% increase in visitor numbers at two key island attractions. During summer 2016, an unprecedented 600,000 people visited Ferrari World Abu Dhabi and Yas Waterworld.