Latest news with #Miral
Zawya
4 days ago
- Entertainment
- Zawya
Disney+ eyes major expansion in UAE
DUBAI: Disney+ MENA's Director, Tamim Fares, today lauded the UAE's pivotal role in fostering a vibrant media and creative industry, calling the nation a fertile ground for entertainment and media growth. His remarks came during the inaugural day of the Arab Media Summit 2025 in Dubai, running from May 26-28. Fares emphasised Disney's strategic expansion across various sectors in the UAE, encompassing digital platforms, television channels, entertainment retail, and specialised theme parks. He highlighted the remarkable evolution of the UAE's media landscape, expressing Disney's pride in being an integral part of this burgeoning scene, which mirrors the company's growing investments and plans within the Emirates. "Participating in the Arab Media Summit offers a valuable opportunity to witness these transformations firsthand," Fares told the Emirates News Agency (WAM). Disney+ has forged significant partnerships within the UAE to boost its reach and subscriber base. These collaborations include agreements with telecommunications giant du and Abu Dhabi Media, alongside content partnerships with affiliated channels like National Geographic, which enjoys a substantial following in the region. Fares also drew attention to the recently announced, groundbreaking project in Abu Dhabi: Disneyland Abu Dhabi. Developed by Miral, this theme park represents a major milestone for Disney in the region and serves as a clear testament to the company's confidence in the UAE as a premier destination. "What has been achieved so far is merely the beginning," Fares stated, underscoring a future brimming with promising opportunities. He concluded by asserting that Disney views the UAE not just as a rapidly developing nation, but as an ambitious country actively pursuing its vision. The presence of Disney+, its retail ventures, media partnerships, and the eagerly anticipated Disneyland all signify a genuine commitment to this dynamic market.
Campaign ME
4 days ago
- Entertainment
- Campaign ME
Behind-the-scenes: How Miral orchestrated ‘a decoy' before a dazzling Disney reveal
Miral and The Walt Disney Company have revealed key details about how they strategically orchestrated the unveiling of the first Disney theme park resort in the Middle East and Africa region through close collaboration with Momentum Dubai, Initiative MENAT, Weber Shandwick MENAT, HQ Worldwide Shows (HQWS) and Dejavu UAE – marking one of the most ambitious and high-profile integrated campaign launches the region has seen to date. Under a strict veil of confidentiality, a 'decoy' campaign was executed in full across strategy, creative, production, media, communications and PR, which then culminated in the region's most magical reveal that captured the attention of the world, sparking a frenzy of excitement across channels and conversations. From inception to execution and amplification, the campaign was a masterclass in creative agility, stakeholder engagement and global scale. Badr Bourji, Senior Vice President Marketing at Miral Destinations, said, 'This was more than a launch – it was an incredible feat of integration that showed how great marketing collaboration can create magical outcomes. In welcoming Disney to Yas Island we knew we needed world-class partners who could move at the speed of ambition. Momentum, Initiative, and Weber Shandwick and HQWS brought vision, dedication and relentless commitment to every detail, turning a once-in-a-generation announcement into a global cultural moment.' Disney reveal: A 'decoy' and a dazzling drop PR to perfection Weber Shandwick MENAT secured the physical presence of 70 regional and global journalists in a room at the W Abu Dhabi, under the guise of a 'decoy' 15-year Yas Island celebration. Under strict confidentiality, the integrated agency team orchestrated a dual-track campaign that allowed media to preview the 15-year celebration of fireworks, before the dazzling drop of the real Disney theme park announcement went live at 4 PM on May 7, hitting media outlets almost immediately and outdoor placements just 40 minutes later. Weber Shandwick MENAT developed the communications, proactive reputation management and PR strategy – and engaged international, regional and local media outlets, More than 10,000 pieces of earned coverage were published in the first 48 hours, fueling the swell of social engagement. 'From a PR perspective, the challenge was real, the scale was massive, and the importance of getting it right was absolute,' said Ghaleb Zeidan, Regional Managing Director at Weber Shandwick MENAT. 'One of the toughest parts was getting journalists onsite without letting them in on the big hook it really was. Making that happen is a crucial part of what has made this such an outstanding success. For us it meant trusting our incredible team of people, tapping into media relationships built over years, identifying synergies across projects, and deploying deep expertise in reputation management. Once the foundation was laid, a sparkle of Disney's pixie dust brought the magic to life across the world.' On-ground experiential activation Bringing this vision to life on the ground was HQWS, the experiential agency entrusted with designing, producing, and delivering the three landmark events that framed the announcement. These included the Global Media Junket at W Abu Dhabi, the showstopping Night-Time Spectacular at Yas Links, and the official project announcement ceremony at the future Disney location, From scripting and storyboarding to audiovisual production, the HQWS show team worked in sync with ongoing pre-visualisation and animatics, ensuring every detail aligned with the creative vision. In parallel, its design teams fast-tracked planning and production, delivering technical drawings, visuals, and specifications for all physical and branding elements with precision and speed. 'It was an absolute honour to produce the series of magical events celebrating the announcement of Disney Abu Dhabi,' said Katie Veira, Founding Partner & Chief Creative Officer at HQWS. 'Together with Miral and Disney, we wove wonder into reality in just 15 days, highlighting the power of true creative collaboration.' The spectacular post-announcement public celebration event at Yas Links, featured a 9,000-drone show, fireworks, and live performances by pianist Lang Lang, Emirati singer Rashed Alnuaimi, West End star Kerry Ellis and soprano Sonya Balsara. The announcement drew A-list guests including Naomi Campbell, Tyrese Gibson, Nancy Ajram, Chiara Ferragni and Ed Westwick, alongside global media, dignitaries and entertainment industry leaders. View this post on Instagram A post shared by Yas Island جزيرة ياس (@yasisland) Creative strategy and media rollout Spearheading the creative strategy, Momentum Dubai crafted the platform of 'A Whole New World Awaits', creative assets, and the celebration event story – uniting every touchpoint from concept to launch event. 'This was one of the most intense, collaborative and rewarding campaigns we've delivered as a team,' said Raphael Nassoura, General Manager and Executive Creative Director at Momentum Dubai. 'Everyone, from agency to client, was in the trenches, solving in real time, aligning across creative, production, and strategy. To launch a project of this scale, under this timeline, is a testament to what's possible when there's full trust and alignment.' Premium OOH across landmark global sites and major digital platforms went live soon after the embargo lifted, courtesy of Initiative MENAT who engineered the media strategy, planning and buying across key global markets including the US, UK, and the GCC. Among the highlights was a first-ever brand livestream on Pubity, bringing the announcement to more than 40 million followers worldwide. 'In a project defined by complete confidentiality and high-pressure timelines, our team rose to the occasion with focus, resilience, and a shared belief in the region's vision,' said Lara Arbid, CEO of Initiative MENAT and Magna Global MENA. Arbid added, 'This launch wasn't just about media placement for us, it was about advancing the UAE's broader ambition and delivering on a moment of cultural significance with precision and purpose. We overcame material constraints, navigated tight timelines, and leveraged every connection, platform, and insight to ensure the region's biggest entertainment story landed with maximum impact. From OOH dominance to culturally attuned storytelling, we executed a fast, focused, and globally resonant multi-market rollout.' Dejavu UAE was the production house responsible for the final production of the Disney video rollout in partnership with Miral's Yas Island and The Walt Disney Company. All in all, the announcement sets the stage for Disney's seventh global theme park resort and its first in the Middle East and Africa. The waterfront resort in the UAE will be 'authentically Disney and distinctly Emirati', featuring signature attractions, themed accommodations, immersive retail and dining and storytelling that reflects both Disney's legacy and Abu Dhabi's cultural ambition. Upon completion, the new theme park resort on Yas Island will offer signature Disney entertainment, themed accommodation, unique dining and retail experiences, and storytelling in a way that celebrates both the heritage of Disney and the futuristic and cultural essence of Abu Dhabi. As the UAE continues to position itself as a global hub for culture and innovation, and Abu Dhabi cements its status as a world-class tourism destination, this launch became more than a media campaign; it reflected national ambition and regional potential. CREDITS: Client: Miral Destinations Creative agency: Momentum Dubai Media agency: Initiative MENAT PR agency: Weber Shandwick MENAT Experiential agency: HQ Worldwide Shows (HQWS) Production house: Dejavu UAE
Zawya
5 days ago
- Entertainment
- Zawya
Disney makes history in regional debut on Yas Island with Miral as part of magical integrated launch by Momentum, Initiative, Weber Shandwick and HQWS.
ENTERTAINMENT Executed at record speed and in great secrecy, the integrated multi-agency campaign with Miral was planned in just 15 days and went from reveal to global rollout in 40 minutes PHOTO Abu Dhabi, UAE - In an exhilarating, defining moment for the regional entertainment, tourism, and marketing industries, Miral, in partnership with The Walt Disney Company, officially unveiled the first-ever Disney theme park resort in the Middle East and Africa, set to open on Yas Island, Abu Dhabi. The landmark announcement brought to life through close collaboration between Momentum Dubai, Initiative MENAT, Weber Shandwick MENAT, and HQWS, marked one of the most ambitious and high-profile integrated campaign launches the region has seen to date. From inception to execution and amplification, the campaign was a masterclass in strategic orchestration, creative agility, stakeholder engagement, and global scale. Under a strict veil of confidentiality, the campaign was executed in full across strategy, creative, production, media, communications and PR, culminating in a dazzling reveal that captured the attention of the world, sparking a frenzy of excitement across channels and conversations. 'This was more than a launch – it was an incredible feat of integration that showed how great marketing collaboration can create magical outcomes. In welcoming Disney to Yas Island we knew we needed world-class partners who could move at the speed of ambition. Momentum, Initiative, and Weber Shandwick and HQWS brought vision, dedication and relentless commitment to every detail, turning a once-in-a-generation announcement into a global cultural moment,' said Badr Bourji, Senior Vice President Marketing at Miral Destinations. Bringing this vision to life on the ground was HQWS, the experiential agency entrusted with designing, producing, and delivering the three landmark events that framed the announcement. These included the official project announcement ceremony at the future Disney location, the Global Media Junket at W Abu Dhabi, and the showstopping Night-Time Spectacular at Yas Links. From scripting and storyboarding to audiovisual production, HQWS show team worked in sync with ongoing pre-visualisation and animatics, ensuring every detail aligned with the creative vision. In parallel, the design teams fast-tracked planning and production, delivering technical drawings, visuals, and specifications for all physical and branding elements with precision and speed. 'It was an absolute honour to produce the series of magical events celebrating the announcement of Disney Abu Dhabi,' said Katie Veira, Founding Partner & Chief Creative Officer at HQWS. 'Together with Miral and Disney, we wove wonder into reality in just 15 days, highlighting the power of true creative collaboration.' Under strict confidentiality, the integrated agency team orchestrated a dual-track campaign that allowed media to preview a 'decoy' 15-year Yas Island celebration. The real Disney theme park announcement went live at 4 PM on May 7, hitting media outlets almost immediately and outdoor placements just 40 minutes later. Spearheading the creative strategy, Momentum Dubai crafted the platform of 'A Whole New World Awaits', creative assets, and the celebration event story – uniting every touchpoint from concept to launch event. Simultaneously, Weber Shandwick MENAT developed the communications, proactive reputation management and PR strategy – and engaged international, regional and local media outlets, securing the physical presence of 70 journalists in a room at the W Abu Dhabi, before the real news was revealed. Over 10,000 pieces of earned coverage were published in the first 48 hours, fueling the swell of social engagement. Premium OOH across landmark global sites and major digital platforms went live soon after the embargo lifted, courtesy of Initiative MENAT who engineered the media strategy, planning, and buying across key global markets including the US, UK, and the GCC. Among the highlights was a first-ever brand livestream on Pubity, bringing the announcement to over 40 million followers worldwide. The spectacular post-announcement public celebration event at Yas Links, featured a 9,000-drone show, fireworks, and live performances by pianist Lang Lang, Emirati singer Rashed Alnuaimi, West End star Kerry Ellis, and soprano Sonya Balsara. The announcement drew A-list guests including Naomi Campbell, Tyrese Gibson, Nancy Ajram, Chiara Ferragni, and Ed Westwick, alongside global media, dignitaries, and entertainment industry leaders, cementing Yas Island's place on the world map as a destination for next-level cultural and tourism experiences. HQ Worldwide Shows managed the event experience. 'This was one of the most intense, collaborative and rewarding campaigns we've delivered as a team,' said Raphael Nassoura, General Manager and Executive Creative Director at Momentum Dubai. 'Everyone, from agency to client, was in the trenches, solving in real time, aligning across creative, production, and strategy. To launch a project of this scale, under this timeline, is a testament to what's possible when there's full trust and alignment.' As the UAE continues to position itself as a global hub for culture and innovation, and Abu Dhabi cements its status as a world-class tourism destination, this launch became more than a media campaign, it was a reflection of national ambition and regional potential. 'In a project defined by complete confidentiality and high-pressure timelines, our team rose to the occasion with focus, resilience, and a shared belief in the region's vision,' said Lara Arbid, CEO of Initiative MENAT and Magna Global MENA. 'This launch wasn't just about media placement for us, it was about advancing the UAE's broader ambition and delivering on a moment of cultural significance with precision and purpose. We overcame material constraints, navigated tight timelines, and leveraged every connection, platform, and insight to ensure the region's biggest entertainment story landed with maximum impact. From OOH dominance to culturally attuned storytelling, we executed a fast, focused, and globally resonant multi-market rollout.' 'From a PR perspective, the challenge was real, the scale was massive, and the importance of getting it right was absolute,' said Ghaleb Zeidan, Regional Managing Director at Weber Shandwick MENAT. 'One of the toughest parts was getting journalists onsite without letting them in on the big hook it really was. Making that happen is a crucial part of what has made this such an outstanding success. For us it meant trusting our incredible team of people, tapping into media relationships built over years, identifying synergies across projects, and deploying deep expertise in reputation management. Once the foundation was laid, a sparkle of Disney's pixie dust brought the magic to life across the world.' The announcement sets the stage for Disney's seventh global theme park resort and its first in the Middle East and Africa. The waterfront resort in the UAE will be 'authentically Disney and distinctly Emirati', featuring signature attractions, themed accommodations, immersive retail and dining, and storytelling that reflects both Disney's legacy and Abu Dhabi's cultural ambition. Upon completion, the new theme park resort on Yas Island will offer signature Disney entertainment, themed accommodation, unique dining and retail experiences, and storytelling in a way that celebrates both the heritage of Disney and the futuristic and cultural essence of Abu Dhabi. About MCN MCN (Middle East Communications Network), part of IPG, is a leading advertising and marketing communications group in MENAT, which partners with clients to build enduring brands. MCN's multi-discipline agencies, spanning creative, media, digital, PR, data, brand experience and specialist marketing, include globally renowned agency brands; FP7McCann, MullenLowe, UM, Magna, Initiative, KINESSO, MRM, McCann Health, Momentum, Craft, Weber Shandwick, Commonwealth/McCann, Jack Morton, Octagon and Current Global. With approximately 2,000 employees across 11 markets, MCN is committed to cultivating an inclusive environment where talent can thrive, earning recognition as a Great Place to Work for three consecutive years (2023–2025), awarded as Fast Company's Most Innovative Companies in 2024, and winning Agency Network of the Year 2024 by Campaign Middle East. Send us your press releases to Disclaimer: The contents of this press release was provided from an external third party provider. This website is not responsible for, and does not control, such external content. This content is provided on an 'as is' and 'as available' basis and has not been edited in any way. Neither this website nor our affiliates guarantee the accuracy of or endorse the views or opinions expressed in this press release.
The Star
21-05-2025
- Entertainment
- The Star
Abu Dhabi set to have its own Disney park at Yas Island
An artist's rendering of a Disney theme park resort in Abu Dhabi. — Walt Disney Imagineering/Reuters Disney will build its seventh theme park, this time in the United Arab Emirates, the entertainment company said recently. The waterfront resort will be built on Yas Island on the outskirts of Abu Dhabi, already home to Formula One's Abu Dhabi Grand Prix, the Ferrari and Warner Bros amusement parks, SeaWorld, and a waterpark. Abu Dhabi is the capital of the UAE, a federation of seven sheikhdoms on the Arabian Peninsula. Home to nine million people, it has leveraged its long-haul carriers Emirates and Etihad Airways to bring in more tourists over the years. A real-estate boom and the city's highest-ever tourism numbers have made Dubai a destination as well as a layover. Disney and Miral, the Abu Dhabi developer overseeing the project, hope to capitalise on the 120 million airline passengers that travel through Abu Dhabi and Dubai each year. While long viewed as more buttoned up than the beaches and raucous nightlife in neighbouring Dubai, Abu Dhabi also is home to the Louvre Abu Dhabi and there are more museums currently under construction. The theme park announcement is being made ahead of a visit by United States president Donald Trump to the region. Trump has promised a series of business deals with Saudi Arabia, Qatar and the UAE. The theme park will be built and operated by Miral, but Disney will handle the design and development. Disney will also license its intellectual property and provide development and management services, according to a regulatory filing. The California company will not be providing any capital for the project. It will earn royalties based on the resort's revenues. It will also earn service fees. Miral has been involved in the development of almost all of the entertainment complexes built on the island. A projected opening date has not been announced. – AP
Mid East Info
20-05-2025
- Business
- Mid East Info
Almosafer partners with Miral Destinations to drive tourism from Saudi Arabia and the region to Yas Island Abu Dhabi
The collaboration aims to leverage Almosafer's reach and expertise in the Kingdom to further elevate Abu Dhabi's status as a tourism hub Abu Dhabi, United Arab Emirates; May , 2025: Almosafer, the Middle East's leading travel brand, has announced a partnership with Miral Destinations, a subsidiary of Miral, to promote their leading leisure and entertainment destination Yas Island, among travellers from KSA & Kuwait. The partnership aims to enhance tourist footfall in the UAE capital through Almosafer's consumer travel platforms. As part of the agreement, Almosafer will leverage its expertise and reach within the Kingdom of Saudi Arabia and across the region to promote Yas Island's immersive experiences. This includes its award-winning theme parks – Ferrari World, Yas Waterworld, Warner Bros. World, and SeaWorld Yas Island – along with world-class hotels and other attractions. These will be marketed to travellers from Saudi Arabia and beyond, in addition to Yas Island's calendar of world-class events, sporting spectacles, family entertainment, and other leisure activities. Muzzammil Ahussain, Chief Executive Officer of Almosafer (part of Seera Group), said: 'Our collaboration with Miral Destinations is reflective of our growing clout to drive tourism within the dynamic regional travel ecosystem. Saudi Arabia's robust presence in the global tourism sector has made it a magnet for both inbound and outbound tourism today. We look forward to further enhancing Abu Dhabi's reputation as a global tourism hub by driving more tourists to Yas Island and helping create memorable moments for all who choose to embark on a summer adventure with us and we are confident our digital travel platforms and omnichannel offerings will provide a seamless booking experience.' Liam Findlay, CEO, Miral Destinations said: 'We're pleased to collaborate with Almosafer to welcome more Saudi travellers to Yas Island. Collaborations are key to our success across the global tourism stage, and we look forward to providing all our guests with a truly unforgettable experience. This partnership allows us to further position Yas Island as a must-visit destination, offering memorable moments for every visitor.' Miral Destinations is committed to inspiring and connecting people through the power of shared experiences. As a trusted destination partner, they strive to deliver memorable moments to guests across leisure, entertainment, tourism attractions and landmarks throughout Abu Dhabi and beyond. The UAE's rapidly growing prominence within the global travel ecosystem has made it a lucrative market for international travel and tourism companies. Almosafer's leading status in the regional travel sector has made it the go-to omnichannel travel brand for those seeking access to top-tier travel destinations. About Almosafer: Almosafer is the Middle East's leading travel brand offering consumers seamless user experiences for domestic and international travel bookings through its omni-channel offerings across state-of-the-art online platforms, call centre, WhatsApp and retail locations. Providing hotel booking options for over 1.5 million properties around the globe, flight bookings on over 450 airlines, domestic chalet and istiraha reservations, complete holiday packages, domestic activities, car rental, transfers, concierge planning services and more, Almosafer boasts various convenient booking solutions for any type of travel need. With the heritage of being a homegrown business and harnessing extensive experience in the region, the brand has developed a deep understanding of local travel needs, preferences and traveller segments. Tailored holiday packages for Saudi travellers, dedicated offers and deals, alongside one-on-one consultation across WhatsApp, a 24/7 call centre and in-branch travel advisors, add to the sense of personalised service only a local business such as Almosafer can provide, to help customers find richer and more memorable experiences wherever and whenever they travel. This personalised service, in addition to a simple payment process across the latest secure payment options, makes Almosafer the travel brand of choice for leisure trips, business travel, or family vacations with complex itineraries. Miral Destinations: Miral Destinations, a subsidiary of Miral, is the trusted one-stop destination partner that inspires and connects people through the power of shared experiences, delivering countless memorable moments and joy to guests across leisure, entertainment, and tourism attractions and landmarks throughout Abu Dhabi and beyond. The Miral Destinations umbrella encompasses the two key destinations; Yas Island, which is home to world-class theme parks such as Ferrari World Yas Island, Abu Dhabi, Yas Waterworld Yas Island, Abu Dhabi, Warner Bros. World™ Yas Island, Abu Dhabi and SeaWorld® Yas Island, Abu Dhabi. It is also home to incredible attractions such as the record-breaking CLYMB™ Yas Island, Abu Dhabi and the thrilling Yas Marina Circuit home to the Formula 1® Etihad Airways Abu Dhabi Grand Prix. Whereas Saadiyat Island is the middle east's most beautiful beach and cultural destination where transformative luxury is met with a beacon of sophistication and exclusivity. Miral Destinations aims to contribute to Abu Dhabi achieving international recognition and commercial success, strengthening the emirate's reputation as a global tourism hub.
