Yas Island Summer Campaign

Turning a campaign concept into an overnight reality

Yas Island is the premiere tourist destination in Abu Dhabi. With Ferrari World Abu Dhabi, Yas Waterworld, Yas Links - a major regional golf course, Yas Mall - Abi Dhabi’s biggest mall and premiere shopping destination, and Yas Marina Circuit - an international Formula One race track; the Island represents Abu Dhabi's forward thinking vision for international tourism.

The Business Problem
Yas Island wanted to drive tourists and repeat visitors to the island during Abu Dhabi's notoriously hot summer months. We needed to create a campaign that would not only drive visitation, but highlight all there was to see and do on Yas Island.

PENSO's Solution

PENSO launched the SayYas campaign in just two weeks after the briefed Master creative was designed by PENSO – incorporating all of the Island’s locations. PENSO then designed all the content and creative across the multi-channel and coordinated digital, ATL, BTL, PR, and social campaign to drive footfall to the island. Digital and on ground activations helped drive the campaign’s incentive – offering visitors the chance to win various prizes such as Maseratis, millions of Dirhams, and more.


  • Campaign Production
  • Digital Design
  • Print design
  • Web Development

The Result

All island locations saw an increase in footfall vs. previous summer months, and the average spend-per-visitor also increased.

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