11 Out of 10: Yas Island Rewrite the Rules of Vacation Across the UAE
Across the UAE’s highways, bridges, and towering digital screens, Yas Island Abu Dhabi launches a new outdoor campaign that doesn’t just promote a getaway, it radiates one.
Following the prior appearance, the new billboards feel less like static ads and more like windows into a world overflowing with thrill, joy, and the kind of unforgettable moments that make a vacation feel almost unreal. Whether it is a scene of a woman and her daughter enjoying a water ride, a scene of a woman mid-fall into a splash of blue water, or a scene of friends caught in a swirl of rollercoaster excitement, each of these visuals beckons pedestrians towards an experience and not a visual.
"Have an 11 Out of 10 Vacation," however, is the pivotal promise, which the entire campaign revolves around, which is both boastful and endearing. Not only does it make a point to exaggerate the level of satisfaction, but it promotes Yas Island as a destination that doesn't simply live up to expectations; rather, it shatters the barometer completely. By making this point so simply, it provides a brilliant respite from the sensory overload occurring within each image. In one of the ad spaces, a young boy gestures heavenward with his mother, colored by warm lighting, creating a warm, golden tone on both of their faces.
Even though the advertisements contain static images, they seem to be alive. You can almost hear the water splashing, the iron clicking of the roller coaster tracks, the resonance of the laughter hanging in the air. The movement is heightened through the tight, absorbing framing that takes you straight into the ride. The design decisions in the campaign make it more striking from afar, with white margins surrounding the images keeping the composition clean and ensuring the images stand out in the setting of the city. The lettering is bold and clean, making it ideal for the roadside sign format where quick recognition is required. The Yas Island logo, which shines on the right side of the campaign, illustrates the richness and variety the island has to offer. The "BOOK NOW AT YASISLAND.COM" CTA is placed discreetly where it does not distract from the main message.
The new campaign took off on UAE’s digital screens in the fourth week of December.
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