Stayin' On Yas and Toy Talks
A staycation push run through the travel-restricted summer, paired with a Kids Go Free offer and a seven-part Toy Talks video series that used children's toys as spokespeople asking for a holiday of their own. It ran alongside the first Kevin Hart Chief Island Officer partnership.
- The brief
- UAE families at home in summer 2021, when travel limits pushed demand to staycations and most offers looked alike.
- The idea
- Yas Island paired a Kids Go Free offer with Toy Talks, a seven-part video series in which children's toys pleaded for a break of their own.
- What to borrow
- In a category where every offer looks the same, an odd spokesperson can make the offer easier to remember.
| Brand | Yas Island |
|---|---|
| Agency | Not named on the source |
| Talent | Kevin Hart |
| Channels | digital, social |
| Source | Communicate Online |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Visit Qatar | Kids Go FreeIntegrated campaign · 2 May 2026 | Integrated campaign | – | 2 May 2026 |
| DEWA | Exciting Family SummerPurpose · 14 Aug 2026 | Purpose | – | 14 Aug 2026 |
| Yas Island Abu Dhabi | #LiveItUpLikeMomoaIntegrated campaign · 11 May 2023 | Integrated campaign | – | 11 May 2023 |
| Etihad Rail | Safety is carePurpose · 11 May 2026 | Purpose | – | 11 May 2026 |
| Qatar Duty Free | Toblerone Crystal Bar auction for Education Above AllExperiential · 14 Aug 2026 | Experiential | – | 14 Aug 2026 |
| Choithrams | End Hunger with GoodnessPurpose · 4 Sep 2025 | Purpose | – | 4 Sep 2025 |
What other media & entertainment brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Ski Dubai | Ice Warrior Challenge 2026 (17th edition)Experiential · 8 Sep 2026 | Experiential | – | 8 Sep 2026 |
| Channel 4 FM | Junior RJ Hunt – The Voice of TomorrowExperiential · 1 Sep 2026 | Experiential | – | 1 Sep 2026 |
| VOX Cinemas | Filmy FeverIntegrated campaign · 17 Aug 2026 | Integrated campaign | – | 17 Aug 2026 |
| Gulf News | UAE Summer Road Safety Campaign 2026Purpose · 22 Jul 2026 | Purpose | – | 22 Jul 2026 |
| beIN Sports | TOD x talabat FIFA World Cup 2026 subscription offerIntegrated campaign · 19 Jun 2026 | Integrated campaign | – | 19 Jun 2026 |
| Global Village | Eid Al Adha at Global VillageFestive · 18 May 2026 | Festive | – | 18 May 2026 |
| OSN+ | OSN+ multi-genre brand anthemIntegrated campaign · 27 Mar 2026 | Integrated campaign | – | 27 Mar 2026 |
| Ibn Battuta Mall | Ramadan 2026 at Ibn Battuta MallFestive · 11 Feb 2026 | Festive | – | 11 Feb 2026 |
More from Yas Island
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Kryptonite Collider cinema takeoverExperiential · 1 Sep 2026 | Experiential | Momentum Worldwide | 1 Sep 2026 |
| The Answer is YasIntegrated campaign · 20 Jun 2026 | Integrated campaign | – | 20 Jun 2026 |
| A Whole New World AwaitsIntegrated campaign · 27 May 2025 | Integrated campaign | Momentum Dubai | 27 May 2025 |
| Disney theme park resort reveal on Yas IslandIntegrated campaign · 26 May 2025 | Integrated campaign | Momentum Dubai | 26 May 2025 |
| Campaign JoyIntegrated campaign · 16 May 2025 | Integrated campaign | Truant | 16 May 2025 |
| Zindagi Ko Yas BolAd film · 27 Mar 2025 | Ad film | – | 27 Mar 2025 |
| Summer anthem with Miami bandAd film · 13 Jun 2023 | Ad film | – | 13 Jun 2023 |
| Jason Momoa, Chief Island Officer (#LiveItUpLikeMomoa)Ad film · 11 May 2023 | Ad film | – | 11 May 2023 |