Yasmin Abdelaziz, Ahmed Sharif star in Experience Abu Dhabi summer campaign
The campaign was rolled out through a fully integrated media approach, spanning social media platforms, YouTube, online video (OLV), display advertising, connected TV (CTV), out-of-home (OOH) billboards as well as search engine marketing (SEM).
Experience Abu Dhabi leaned into this multi-channel strategy to ensure widespread visibility and engagement across digital and physical touchpoints, as the stories of Abdelaziz and Sharif come to life through two brand films that anchor Totally Recommended, the new summer campaign by Experience Abu Dhabi.
The campaign, which will remain live until August 31, was brought to life by creative agency Serviceplan Group Middle East, PR and social media agency Memac Ogilvy; digital agency Create; media agency Spark Foundry;; production house Déjà Vu; and celebrity agency Ykone.
Alongside emotional resonance and our creative engine, tools such as Campygn and Sprinklr empowered Experience Abu Dhabi to evaluate social media influence, PR value, audience demographics, engagement rates, and brand alignment.
These tools also ensured that its celebrity partnerships were strategically aligned with both the market needs and the campaign's core message.
Objectives and rollout of Experience Abu Dhabi's summer campaign
Experience Abu Dhabi set out to maximise audience engagement across its key GCC markets by aligning the campaign message with specific personalities that authentically resonate with its target demographics.
To achieve this, the brand selected Egyptian actress Yasmin Abdelaziz and Bahraini comedian Ahmed Sharif for their complementary appeal across the region.
Yasmin Abdelaziz is one of the region's most recognisable screen personalities, known for roles that portray warm, relatable characters. She strongly resonates with female and family audiences.
Meanwhile, Ahmed Sharif has a broad digital presence and connects well with younger audiences through platforms such as Instagram, TikTok, and YouTube. His popularity in Bahrain, Saudi Arabia and the UAE allows Experience Abu Dhabi to engage with a wider audience in a way that aimed to be organic and relevant.
Brought together in two brand films, the campaign captured the excitement, wonder and unforgettable moments that make Abu Dhabi more than just a destination – it's somewhere that feels like a home away from home.
Actress Yasmin Abdelaziz immersed herself in Emirati culture, enjoying thrilling adventures on Abu Dhabi's Yas Island, experiencing wintry fun at Snow Abu Dhabi and finding peaceful moments at Sheikh Zayed Grand Mosque.
'Every time I thought I'd seen it all, Abu Dhabi had more to show me—something new, exciting, and unforgettable around every corner,' Abdelaziz said. 'Summer here? Totally recommended. I'm definitely coming back, and bringing my kids next time.'
Known for his witty observations and viral video skits, Bahraini comedy star Ahmed Sharif brought his signature humour to his summer itinerary. The multi-talented content creator blended nostalgia with a wave of excitement during his action-packed visit.
'Warner Bros. World Abu Dhabi took me straight back to childhood,' he said. 'Surf Abu Dhabi had me feeling like an action hero. This place blends fun, adventure, warmth, and culture in a way that's genuinely special.'
This summer, Kids Go Free across Yas Island Abu Dhabi until 30 September. For every paying adult, one child under the age of 12 stays, plays and dines for free at select hotels.
From Ferrari World Abu Dhabi, Yas Waterworld and Warner Bros. World™ Abu Dhabi to SeaWorld Yas Island, Abu Dhabi, every day is intended to be packed with adventure — all within easy reach.
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