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.
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.
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.
