May 29, 2017
Miral has announced the winners of its second Yas Island Breakthrough Challenge, held exclusively for Zayed University students from the Dubai and Abu Dhabi campuses. The competition challenged Emirati students to create a marketing campaign promoting Yas Island.
Committed to contributing to the growth of the tourism industry in the UAE, Miral launched the competition to support, encourage innovation and creativity among local youths while engaging them in developing and positioning Yas Island as a global destination.
For the challenge, all participating students were asked to step into the role of Miral’s corporate marketing and communications team, to design a marketing campaign featuring creative ideas to increase Yas Island’s visibility on the global tourism map. They were also required to include a rationale and method clearly outlining the teams’ thinking and research.
The winning campaign was devised by Amal Al Saroukh, Hemian Al Serkal, Maitha Khalid, Maitha Ahmed, Manal Fadhlani, Mariam Al Suwaidi and Nada Al Mandoos. Second place went to Hamda Khalaf Al Otaiba, Hamda Ali Al Murar and Fatima Khalaf Al Otaiba, while the third-place team comprised of Hind Al Khayyal, Maryam Mahmood, Reem AlBanna, Maitha Hassan, and Noura Abdulhameed.
“As Abu Dhabi’s creator of destinations, Miral’s ambition is to establish Yas Island as a top global destination for family fun and the ultimate destination to live, play, work and invest. As such, we have a great opportunity to involve the UAE’s youth in our exciting plans to put Yas Island on the global map. Our partnership with Zayed University through the Yas Island Breakthrough Challenge is fostering a spirit of creativity and innovation that will empower the next generation of leaders to shape the future of world-class destinations. Many congratulations to this year’s highly deserving winners.”
The goal was to highlight local, upcoming talent by placing them in the spotlight of one of the most dynamic and competitive industries, for the region’s leading leisure and entertainment destination, as well as allowing them to be an integral part of the future of Yas Island.
“The ongoing collaboration between Miral and Zayed University’s College of Business has been extremely rewarding for the student participants as they are provided with the opportunity to apply the knowledge and skills they learn on campus, to a real-world business problem.” - Dr. Damien Arthur, Assistant Professor in Marketing.