Yas Island Abu Dhabi, Holiday Tribe roll out creator-led campaign

Yas Island Abu Dhabi has partnered with travel-tech brand Holiday Tribe to launch the #MyYasVibes campaign, a creator-led initiative aimed at driving destination awareness and consideration among Indian travellers. The campaign brought together 12 macro influencers from India, who travelled to Yas Island to experience and document its leisure and entertainment offerings.

As part of the campaign, creators explored attractions including Ferrari World Yas Island, SeaWorld Yas Island and Warner Bros. World Yas Island, Abu Dhabi. Each creator approached the destination from a distinct lens, collectively delivering a reach of close to 20 million across platforms such as Instagram, YouTube and Facebook.

The campaign is built on the insight that Gen Z audiences are less responsive to conventional destination advertising and prefer discovering places through relatable, first-person narratives. Creators were positioned as storytellers, each highlighting a different aspect of Yas Island, from thrill rides and immersive entertainment to dining and lifestyle experiences.

The content strategy was designed around multiple formats to reflect varied consumption patterns. This included a master film, cohort-based reels, static posts and stories, allowing the campaign to engage audiences at different touchpoints of the travel discovery journey. Nearly 100 content pieces went live across social platforms within three weeks, with an emphasis on authenticity rather than overt promotion.

Badr Bourji, senior vice president marketing, Miral Destinations, said, “India continues to be a highly engaged priority market for us. Partnering with Holiday Tribe on this creator-led campaign allowed us to authentically bring the Yas Island story to life through creators who genuinely connect with their audiences, showcasing the diversity of experiences and reinforcing that every visit delivers its own unique Yas-vibe and sense of adventure.”

Chirag Goyal, founder, Holiday Tribe, said the campaign aligned with the brand’s philosophy of personalised travel. “Holiday Tribe was created with a simple belief that travel is deeply personal, and the best holidays are the ones that are shaped around you. Customisation has always been at the heart of what we do, and our campaign with Yas Island is a seamless extension of that philosophy,” he said.

The partnership brought together Yas Island’s portfolio of theme parks, hotels, dining and entertainment options with Holiday Tribe’s focus on customised leisure travel. Creators showcased experiences ranging from high-adrenaline rides at Ferrari World Yas Island and character-driven storytelling at Warner Bros. World Yas Island, to marine encounters at SeaWorld Yas Island and the island’s broader lifestyle offerings.

The campaign reflects a shift towards experience-led and creator-driven destination marketing, particularly for younger audiences seeking relevance and relatability. By foregrounding individual perspectives and reducing the distance between brand and audience, #MyYasVibes positions Yas Island as a destination that can be interpreted and experienced in multiple, personal ways.