A Whole New World Awaits

The reveal of the first Disney theme park resort in the Middle East, staged on Yas Island. A decoy campaign built around a supposed 15-year Yas Island celebration brought 70 journalists to a room in Abu Dhabi before the real announcement dropped at 4pm on 7 May, followed 40 minutes later by outdoor placements, a 9,000-drone show and a public celebration at Yas Links.

The brief

Regional and global press and the public, who needed to learn of the Disney resort at one moment with nothing leaking early.

The idea

Weber Shandwick drew 70 journalists to a fake 15th-anniversary event in Abu Dhabi; the Disney news broke at 4pm, outdoor went live 40 minutes later, and a 9,000-drone show followed.

What to borrow

A decoy event can gather the press in one room without tipping off the story, so the real news lands exactly on schedule.

Brand	Yas Island
Agency	Momentum Dubai
Talent	Lang Lang, Rashed Alnuaimi, Kerry Ellis, Sonya Balsara, Naomi Campbell, Nancy Ajram
Channels	OOH, digital, social, on-ground
Source	Campaign Middle East