Yas Island receives new identity, launches ‘Yas Dream’ campaign

Miral has revealed the new identity of the Yas Island destination in an impressive inauguration event at Ferrari World Abu Dhabi.

The new brand identity is an energetic depiction of an original Emirati. Miral's plan is to create a top destination that hosts a variety of business, leisure, cultural and social attractions for people of all ages.

“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,” Mohamed Al Mubarak, chairman of Miral, said. “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.”

The “Yas Dream” campaign launched with the new brand reveal; it encourages past, current and future visitors to express their Yas Dream. The idea of the campaign is to get a variety of responses as to what individuals like most about the island. All ideas are welcome -- from adventure-seeking visitors who want to live life in the fast lane to the vacationer who wishes to lie on white sand beaches to simply relax, participants are encouraged to explain their favorite part of the island. Participants should use the hashtag #YasDream to share their experience and learn about what others like.

“We are excited to unveil a new brand that truly captures the essence of what Yas Island is all about,” Miral CEO Mohamed Al Zaabi said. “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.”

Summer 2016 brought in a record 50 percent increase in visitors to make this season the most successful yet, according to Yas Island officials. Two main Yas Island attractions, Yas Waterworld and Ferrari World Abu Dhabi, welcomed more than 600,000 people over the summer.

“The Yas Island brand is not just an abstract vision: it is deeply rooted in people,” Al Zaabi said. “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.”