Joonas Ruolahti, founder of of Marketing Marina and Marketing Golf, on OOH, its sustainability and target audience diversity.
Joonas Ruolahti is the Founder of Marketing Marina and Marketing Golf, two innovative outdoor media companies reshaping brand exposure across locations worldwide, including Yas Marina during the F1 Etihad Airways Abu Dhabi Grand Prix. With a career spanning over 23 years, Ruolahti has extensive experience in marketing, sales, and business development, consistently driving growth and transformation across a dynamic range of industries in Europe and the Middle East.
In a world where sustainability is being lip service, where is the concept heading in terms of communication at large in your view?
Sustainable communication today is evolving towards greater authenticity, transparency, and inclusivity. Brands are moving beyond mere statements, to actively embedding sustainability into their core practices and sharing these efforts in a way that resonates deeply with stakeholders. It’s no longer about broadcasting achievements; it’s about fostering genuine connections, leveraging data-driven insights, and inspiring collective action for a better future. At Marketing Marina and Marketing Golf, this philosophy drives us. We focus on crafting sustainable narratives that are not only credible but also transformative, ensuring they leave a meaningful impact on both businesses and communities.
Out of Home spend is destined to boom in the near future as it is inescapable. Do you feel people still get pulled with their attention regarding it? And if so, how best to sway them?
Absolutely, Out Of Home (OOH) advertising continues to captivate audiences, but the key lies in making it more than just visible. In 2025, effective OOH campaigns will need to blend creativity, interactivity, and relevance. By incorporating digital innovations like augmented reality, integrating influencer partnerships, and aligning with sustainable values, brands can create compelling experiences that truly engage audiences.
At Marketing Marina and Marketing Golf, we focus on leveraging a creative mix of storytelling and interactive technology to ensure OOH campaigns are not just telling a story but bringing brand value to life. By tapping into what matters most to consumers, we can drive deeper connections and measurable outcomes. A notable example is Marketing Marina’s recent activation during the Abu Dhabi Formula 1 race-weekend, where we unveiled the UAE’s first-ever 3D hologram screen at Yas Marina. This initiative brought brands to life in stunning new ways and created an immersive experience for race enthusiasts and event attendees. It wasn’t just about visibility, it was about creating a visually stunning, interactive experiences that dynamically captivate audiences. By integrating such innovations, brands can craft memorable campaigns that don’t just catch the eye but hold attention and drive deeper consumer engagement.
UAE is certainly one of the countries that draws different ethnicities and nationalities. How best to speak to all of them while entertaining their sensibilities and differences?
The UAE’s diversity is one of its greatest strengths, and communicating effectively here requires cultural sensitivity, adaptability, and a deep understanding of varied perspectives. Successful messaging begins with active listening and collaboration, followed by crafting strategies that reflect inclusivity and shared values. This involves tailoring campaigns to resonate with different cultural sensibilities while maintaining a unifying message that brings people together. At its core, it’s about celebrating diversity, fostering trust, and creating a sense of community that transcends differences, ultimately driving innovation and growth in a multicultural environment.
Engagement – a word too easily thrown out. It catches everyone in the communication domain, yet few understand it. How do we define it, use it, and eventually harness it in today’s crowded world?
Engagement is more than just getting people’s attention, it’s about building meaningful, two-way relationships that inspire loyalty and trust. It’s the emotional and mental connection stakeholders feel toward a brand, extending beyond mere transactions. Whether it’s employees, customers, or partners, true engagement stems from understanding their needs, creating value, and fostering open dialogue.
In today’s world, where attention is fragmented, engagement requires a thoughtful approach. This means using data to understand your audience, creating content that resonates, and encouraging participation. At Marketing Marina and Marketing Golf, we see engagement as the cornerstone of all successful communication strategies because when people feel connected, they’re more likely to stay invested.
