SECTOR: Tourism
CLIENT: Yas Island: Yas Island is one of the world’s fastest growing leisure and entertainment destinations, located on the golden shores of Abu Dhabi – just 20 minutes from downtown Abu Dhabi and 50 minutes from Dubai. Yas Island offers holiday makers a diverse mix of award-winning leisure and entertainment experiences, from one-of-a-kind theme parks, world-class shopping and superb dining, to a links golf course, exciting water and motor sports, and the most enjoyable musical and family events… all within the 25 sq km Island. Today, Yas Island is home to the recently opened theme park Warner Bros. World™ Abu Dhabi, and the award-winning theme parks Ferrari World Abu Dhabi and Yas Waterworld, in addition to Yas Marina Circuit (home to the FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX™), Yas Marina, Yas Links golf course, Abu Dhabi’s largest mall, more than 160 dining experiences, seven hotels, and indoor and outdoor concert venues – all of which are complemented by a range of visitor services that connect all attractions to one another.

TARGET MARKET: UAE, KSA

From record-breaking theme parks to world-class hotels, from high-end shopping, dining and nightlife to F1 and golfing… Yas Island not only caters to everybody, it gives them experiences they can’t enjoy anywhere else. Its strength lies in its collective offering…So how can we make our positioning not only stands out from the crowd but also resonate with audiences?

YOUR TASK: Utilize its offerings, location, its strategic partners and its owned media channels to develop a 12-month strategically-designed integrated communications campaign to showcase the best of what Destination Yas Island has to offer. Be authentic, playful, emotive and human-centric.

Key dates to note:
November – FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX™
Nov/December – Festive season across Yas Island

Check out www.yasisland.ae for info, detail and the event calendar

for our research paper we are asked to view this brief and then start writing our research.

Here are our research requirements:

PART ONE: RESEARCH

The first step is to understand thoroughly the situation–including the client organization and its products/services, opinions of key publics, and communication opportunities that are already available to you.

I. Research: Organization

Provide background information about the client organization: What is your organization? Who is behind it? What is their core business? How influential and big are they in the market? How do they compare to their competitors and in their market? Where are they located and where do they operate etc. etc. etc. Don’t forget to cite your sources.

II. Research: Issue/Situation

Gather all important information about the background, causes, and consequences of the situation. How did the situation arise, why, and what are the possible consequences if not adequately addressed? Don’t forget to cite your sources.

III. Research: Audience/Publics

The brief identified all publics that might be important as audiences for your campaign. Now, identify what these key publics think about your issue — including their knowledge and involvement (awareness and understanding, if any), attitudes or past behaviors. Don’t forget to cite your sources.

What do you have to hand it:
By October 22nd, 2018 you need to hand in the results of your research including a SWOT analysis. To save you work and time, and to prepare your final project submission as we go, please arrange the information in a ppt document. Each group will present on October 22nd, 2018 in class and will get immediate feedback. We will arrange the schedule for that day in class.