September 28, 2016
In a grand launch event at Ferrari World Abu Dhabi, Miral unveiled the new identity for the Yas Island destination. Designed to reflect the destination’s ethos, the new brand identity is a vibrant representation of an Emirati-bred, world-class destination that is home to a multitude of leisure, cultural, social, and business attractions suited for all audiences.
HE Mohamed Khalifa Al Mubarak, Chairman of Miral, commented: “Through its efforts to develop a world-class leisure and entertainment destination, Miral is playing a key role in supporting the efforts of the Abu Dhabi Vision. Tourism is a significant pillar of the Emirate’s growth and development plans, and the evolution of the Yas Island brand is a natural next step as the destination itself continues to evolve. The way in which Yas Island is being developed ensures that it will continue to be a major proof point for Abu Dhabi as a truly global destination.”
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 color reflects a vivacious spirit and a passion for life that Yas stands for. We witness this milestone today which 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.”
Mr Al Zaabi added: “The exciting reveal 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 attracting 48 million visits annually. Yas Island also looks to host 100,000 corporate travelers, and is projected to have 4,000 rooms across family, lifestyle and business hotels. The Island is a unique destination which marries iconic design with natural beauty, and because of its location and experiential offerings, is one of Abu Dhabi’s leading residential destinations of choice. With ambitious development plans underway, Yas Island is set to be home to 10,000 residents and another 10,000 commuting to the Island every day.”
Mr Al Zaabi also added: “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 the island, and what ultimately sets it apart as a world-class cosmopolitan destination.”
The brand reveal marks the launch of the ‘Yas Dream’ campaign which invites visitors – past, present and potential – to share their Yas Dream. Being a destination that combines both fast paced excitement for those seeking a thrill, as well as an ideal getaway location for those seeking ultimate relaxation, the Yas Dream is open for interpretation as to what each visitor loves most about the Island. With the hashtag #YasDream, the Yas community can share their favourite moments, say more about their experience, and recommend those experiences.
Yas Island has recently announced that the summer of 2016 saw a record 50 per cent increase in visitor numbers to be its most successful to date. Yas Island has also revealed that over 600,000 people this summer visited two key island attractions, Yas Waterworld and Ferrari World Abu Dhabi.