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Community-inspired Campaign Joy shows memorable moments at Miral

Miral, a leading creator of immersive destinations and experiences in Abu Dhabi, has launched a human-centric campaign titled Campaign Joy, which aims to foster deeper connections with visitors, members of the community and Miral's key partners through the powerful emotion of joy. Campaign Joy is being rolled out through an integrated marketing and communications approach, starting with social and digital, followed by out of home (OOH) advertising, radio, publications and community-focused activities and events primarily in the UAE. The campaign was executed in partnership with creative agency Truant, social media agency Digital Farm, media agency Initiative, production house Filmworks with production support from P3, and PR support from Burson. In conversation with Campaign Middle East, Taghrid AlSaeed, Executive Director of Marketing, Communications and Events at Miral, said, 'At Miral, joy is the driving force behind everything we create, For us, delivering joyful experiences is about nurturing deeper connections with our colleagues, partners, communities and guests, just as much as it involves providing entertainment. This notion is only possible because of the passionate people within Miral, who bring that spirit of joy to life every day.' AlSaeed added, 'Joy is deeply rooted in our DNA, and we truly believe that when people feel joy, they thrive. It's what makes our partnerships meaningful and our efforts impactful. We are truly excited to continue building on this powerful foundation with our teams, partners, visitors and the wider community.' The campaign, led by a hero video, sheds light on Miral's aspirations to create an enduring positive impact, showcasing the contagious nature of joy and its ability to foster unity. Inspired by the people within the organisation, the campaign demonstrates the lasting impact of delivering Miral's promise to create memorable moments and build immersive experiences that stand the test of time. 1/5 Miral Campaign Joy Campaign Joy aims to position Miral as a collective of passionate people who craft unforgettable memories for guests across its destinations. 'Ultimately, the campaign reinforces Miral's commitment to putting the community at the heart of its endeavors, creating a meaningful and enduring positive impact,' AlSaeed said. The campaign involves a four- to six-week media plan, with future activations planned to be rolled out over the next year. The success of this campaign will be measured through social media engagement, PR and website traffic, as well as brand awareness and reputation using YouGov metrics. CREDITS: Campaign title: Campaign Joy Client: Miral Creative agency: Truant Social media agency: Digital Farm Media agency: Initiative Production house: Filmworks Production support: P3 PR: Burson