Yas Island Abu Dhabi has joined forces with travel-tech brand Holiday Tribe to launch a creator-driven campaign, #MyYasVibes, aimed at engaging Indian travellers through personalized experiences. The campaign featured 12 Indian macro creators exploring the Island’s attractions, including Ferrari World™, SeaWorld, and Warner Bros. World™, and sharing their journeys across Instagram, YouTube, and Facebook.
Instead of traditional promotional messaging, the campaign focused on discovery-led storytelling, positioning creators as the narrative drivers. Over three weeks, nearly 100 pieces of content were released, ranging from a master film and short-form reels to static posts and stories, highlighting different aspects of Yas Island through unique personal perspectives.
Badr Bourji, senior VP Marketing at Miral Destinations, emphasized India as a priority market and noted that partnering with creators allowed Yas Island to authentically showcase the diversity of its attractions while creating personalized “Yas vibes” for travellers. Chirag Goyal, founder of Holiday Tribe, added that the campaign reflects the brand’s philosophy of customized travel, enabling audiences to discover experiences tailored to their preferences.
The initiative demonstrates a shift in destination marketing, where creator-led narratives replace conventional ads, offering audiences immersive and relatable experiences. By combining Yas Island’s entertainment offerings with Holiday Tribe’s emphasis on personalization, the campaign presents a multi-faceted view of the destination, strengthening engagement and reinforcing the value of authentic storytelling in travel marketing.
This approach illustrates how iconic destinations can connect meaningfully with audiences in a saturated digital landscape, making personalisation and creator partnerships central to modern brand-building strategies.
