Yas Island Abu Dhabi luring Indian tourists with a Bollywood twist
Yas Island is one of the world’s fastest-growing leisure and entertainment destinations, located just twenty minutes from downtown Abu Dhabi and fifty minutes from Dubai. Given the location proximity, it offers holidaymakers a diverse mix of experiences within the 25 sq. km Island. Besides the destination’s attractions and travel requirements, Liam Findlay, Chief Executive Officer, Experience Hub, shares with TTJ about their latest Bollywood-themed marketing campaign, ‘Yas Hai Khaas,’ targeting consumers in India.
Tourism was and continues to be vital to the recovery of the world economy in the post-pandemic period. With India resuming scheduled international flights, the tourism sector continues its plans for an early recovery. The Experience Hub team has also been proactive in the India market with their promotions. Before the resumption of regular international flights, Liam Findlay met with key and strategic partners in Mumbai and Delhi to cohesively work on the reopening of the market and promote Yas Island as a preferred holiday destination.
As India is one of their largest focused markets, their confidence in the market reflects with Yas Island Abu Dhabi launching yet another viral marketing campaign, ‘Yas Hai Khaas’ with Bollywood’s most boundary-pushing star, Ranveer Singh, targeting consumers from India. Ranveer, in the mesmerising video, is seen showcasing an electrifying journey of the destination’s attractions, offerings, and the warm Yas Island welcome.
“With Ranveer Singh as the destination’s brand ambassador, we aim to showcase the destination’s plethora of attractions, diversity of offerings for discerning travellers for an elevated holiday experience at Yas Island,” says Liam.
As one of the world’s leading leisure and entertainment destinations, with the ‘Yas Hai Khaas’ campaign, they have endeavored to highlight Yas Island’s vibrancy and non-stop energy, its award-winning theme parks, recordbreaking attractions, and legendary hospitality across hotels, dining and retail amongst others.
“Given the overwhelming positive response in such a short time, we hope our campaign inspires viewers to visit Yas Island as the ideal holiday destination. Yas truly is Khaas! whether you are looking for a dose of adrenaline or a peaceful sanctuary to unwind, Yas Island caters to all segments and age groups,” expresses Liam.
If fully vaccinated, visitors can travel quarantine free to Yas Island, Abu Dhabi. Yas Island is a safe destination to travel to, and they have regulated control and maintained COVID-19 protocols, which ensured safe operations in their record-breaking Theme Parks even during the pandemic.
Liam adds, “To ensure the safety of our customers we have a standard requirement of negative PCR report to enter attractions and public places as per the government guidelines. Requirements and procedures have been eased and visitors can check the latest updates on the official Abu Dhabi website.”
Presently, the visa process for the UAE remains unchanged and one of the easiest to be obtained. Many airlines, including Etihad Airways, offer direct connectivity in Abu Dhabi from various points in India. With India opening its scheduled international flights at Yas Island, they expect the flight seat capacity into Abu Dhabi to increase.
When asked about the focus segments and destinations they want to promote in the India market, Liam mentions, “We are keen to promote to all segments of travellers i.e., family, leisure, incentive, and events. We have numerous live concerts/events at Etihad Arena, sporting events such as F1 Abu Dhabi Grand Prix, and electrifying outdoors at the recently opened one-of-a-kind waterfront leisure destination at Yas Bay Waterfront.”
Yas Island is home to the award-winning theme parks Ferrari World Abu Dhabi, Yas Waterworld Abu Dhabi, Warner Bros. World™ Abu Dhabi, the record-breaking CLYMB™ Abu Dhabi, Yas Marina Circuit (home to the Formula 1 Etihad Airways Abu Dhabi Grand Prix™), Yas Marina, the award-winning Yas Links golf course, as well as Abu Dhabi’s largest mall, Yas Mall, Yas Bay Waterfront and a variety of world-class dining, leisure, and entertainment brands and hospitality with some of the world best hotels, including W Abu Dhabi - Yas Island, Hilton Abu Dhabi Yas Island, The WB™ Abu Dhabi, the world’s first Warner Bros. themed hotel, DoubleTree by Hilton Abu Dhabi Yas Island Residences, Crowne Plaza Yas Island Abu Dhabi, Yas Island Rotana, Centro Yas Island by Rotana, Radisson Blu Hotel Abu Dhabi Yas Island, Park Inn by Radisson Hotel Abu Dhabi Yas Island and Staybridge Suites Abu Dhabi Yas Island.
For trade engagements in India, Liam says that they will soon be working on traditional physical campaigns like in the pre-pandemic days, in full swing.