Image Credit: YAS Island
If you’ve caught one of Yas Island’s new Chief Island Officer starring Jason Momoa, you’re in the company of almost a quarter of a billion people.
It’s been hard to miss this campaign online in recent weeks, with fans around the world excited to see what the Aquaman star will get up to next.
And if you’ve really been paying attention, you’ll also know this isn’t a one-off success for Yas Island – a regional destination whose name is quickly growing on the global stage.
Over the past couple of years, Yas Island and their creative agency Momentum MENA have created the viral Stayin’ On Yas, a homage to the Bee Gees’ disco classic Stayin’ Alive and its follow-up, the funky Yas Yas Baby, based on the Vanilla Ice track.
They got Ranveer Singh dance with Yas Hai Khaas and hired Kevin Hart as the world’s first Chief Island Officer.
Jason Momoa has arrived to help people #LiveItUpLikeMomoa – a campaign that sees the action star cut loose and embrace his sillier side.
Chemistry
Miral Destinations, which manages Yas Island, hired Badr Bourji as VP of Marketing directly from Momentum MENA.
“Being a core part of the Momentum team gave me unique insights into their creative process. As a result, I genuinely trust the agency to deliver and I know we share a vision to propel Yas Island onto the global stage.” said Bourji.
Creativity
Yas Island has managed to rise above a crowded advertising landscape with Rove Hotels Chief Island Officer and Netflix’s recent Chief Action Officer spot starring Arnold Schwarzenegger.
Personality
Celebrities who come to the region often overpower the brand they’re supposed to be promoting. But the Chief Island Officer creative vehicle has remained the star of the show, with Hart and Momoa boosting the role.
Badr Bourji said: “Yas Island handpicks based on a criteria to ensure celebrities reflect the dynamism and bold attitude of the island, complementing our vision.”
“When it comes to evaluating our campaigns, we always start by putting ourselves in the audience’s shoes. At the end of the day, the court of public opinion will be our biggest judge.” adds Raphael Nassoura, General Manager and Executive Creative Director of Momentum MENA.
Yas Island is the region’s leisure, entertainment and tourism destination that stays true to its product. They put entertainment front and center of its advertising with unadulterated fun.
