CLIENT
Yas Island
Rania Helou, Brand Marketing Director
Max Mayer, Director of Marketing
Matt Nelson, Performance Marketing Director
Badr Bourji, Vice President of Marketing
Mark Dabu, Head of Brand performance
Tamara Bahous, Head of Brand performance
Christina Jaoude, Marketing Performance Manager
AGENCY
Carine Abou Jaoude, Conceptualization
Rana Najjar, Snr. Creative Director
Rebekah Westberry, Senior Account Manager
Raphael Nassoura, Executive Creative Director / GM
Shahbaz Khan Zobairi, Senior Creative Director
Christopher Booth, Associate Creative Director
Sabine Massaad, Strategist
Sameer Islam, Strategist
Peter Mouracade, Business Director
Yehia Eljoueidi, Senior Account Manager
Gabriella Elias, Account Manager
Ziad Salem, Senior Account Executive
Rim Hassan, Account Director
Ali Moussa, Traffic Manager
Ribal Moukarzel, Digital Designer
Sucharita Bose, Digital Designer
Ali Vannery, Graphic Designer
Nuha Bayoud, Client Lead
Mikel Njeim, Media Planning
Mohamad Hachem, Media Planning
Bassem Massoud, CEO
Lara Arbid, Managing Director
Roy Santadip, Regional Digital Director
SUMMARY
While we’d been busy putting Yas Island on the international entertainment map, our core audience, GCC families, had started feeling left out. While they’d always been proud of Yas Island, they started asking if Yas was still proud of being part of Arab culture. To connect and grow GCC guest revenue by 40%, we transformed a song that everyone grew up listening to into an invitation for Arab families to meet on Yas Island. The campaign was so successful, boosting GCC guest revenue by over 171% in the process.
