Crafting the Experience: Elevating Business Events with Miral
The Middle East is experiencing a significant surge in tourism, with the region identified as a leader in tourism growth. Recognising the economic potential of the MICE sector, this growth is supported by national strategies in the UAE, which aim to attract more visitors and increase tourism's contribution to the GDP.
The Middle East is experiencing a significant surge in tourism, with the region identified as a leader in tourism growth. Recognising the economic potential of the MICE sector, this growth is supported by national strategies in the UAE, which aim to attract more visitors and increase tourism's contribution to the GDP. To maximise this growth potential, destinations must adapt to the preferences of travellers, including the growing demand for unique and memorable experiences that blend business and leisure, known as "bleisure".
Miral, a leading creator of immersive destinations and experiences, is a leading player in Abu Dhabi's economic diversification through its significant contribution to the leisure and entertainment industry. Committed to sustainability and delivering exceptional experiences, Miral manages several prominent venues on Yas Island. These include SeaWorld, Ferrari World, Warner Bros. World, Yas Marina, the Etihad Arena and multiple Hilton properties as well as the upcoming teamLab Phenomena Abu Dhabi and Natural History Museum.
As part of Miral's efforts to enhance their international reputation, they commissioned us to produce a video podcast series that showcases the people and places that make Yas Island so unique for hosting business events. The 'Crafting the Experience' series provides a "behind the scenes" look at Miral and explores how to succeed in today's changing business environment and adapt to emerging trends. The MICE offer provided by Yas Island is a common thread throughout the series, providing both the backdrop where interviews and discussions are set. Each episodefeatures a member of Miral’s leadership team and their partners, offering specialised, educational and revealing content, highlighting expertise ranging from data and technology to marine biology. This approach presents Miral as more than just an experience brand, but as a company that is deeply attuned to the needs and concerns of today’s businesses and socially engaged citizens.
Following extensive pre-production and interview preparation, we provided a seamless all-in-one production solution. On-site filming captured the setting of Yas Island, with in-person hosting connecting the discussions with Miral's diverse MICE offer and incentives, reinforcing Miral’s appeal as a MICE destination. Co-distributed through our industry channels, with editorial excerpts and short trailers to boost recognition, bi-weekly episode releases built a cohesive story about why Miral is a regional leader in hosting business events, complementing its attractive leisure offer.
The main focus of this episode is to understand what is driving Miral's development, with the company's core values of people, community and the environment. We learnt about the importance of connectivity within a destination, the value of fostering strong partnerships, how the integration of technology, such as FacePass, improves convenience and the overall experience and how sustainability is a key consideration for all infrastructure development.
In this episode, the narrative revolves around everything the island has to offer and what makes it so attractive, both from a consumer and business perspective. With bleisure becoming increasingly significant for the MICE industry, Yas Island's ability to hold scaled events, while maintaining quality is one of the crucial aspects that makes the destination so unique. To attract more visitors, Miral's impactful marketing campaigns are a key driver of year-round growth, leveraging the power of celebrity ambassadors to garner international attention.
This episode details Miral's active pursuit of flagship international events and how they attract large groups to Yas Island, with a specific focus on the Business Events Fund established between Miral and Abu Dhabi's Department of Culture and Tourism. We also delve into why the curation of diverse experiences is so essential to enable Yas Island to be a one-stop shop for event organisers.
The fourth episode went into detail about collaboration with key partners to attract new events, the strategic integration of business and leisure activities into Yas Island's packed event calendar and explored the different venues offered by Miral. We discover Miral's cross-island proposal and how it enables synchronisation of venue availability as well as how the financial rebate programme plays a pivotal role in making business an easy experience on Yas Island.
Set in SeaWorld Abu Dhabi, this episode explores the importance of marine research and why businesses show a strong interest in supporting these marine conservation activities. Striking a remarkable balance between entertainment and environmental responsibility, the variety of private event spaces enables the crafting of bespoke events. Prioritising novelty and personalisation, Miral creates truly memorable experiences for business visitors.
The last episode highlighted Miral's core pillars of development, experiences and destination management and why smaller attractions add an extra layer of richness through networking opportunities and cultural immersion outside formal event spaces. With a forward-looking outlook, we gained insights into what the Miral brand stands for and why industry recognition, strategic expansion in the nearby Saadiyat Island and diversification beyond the MICE sector are key to the company's ongoing success in Yas Island.
The Middle East is experiencing a significant surge in tourism, with the region identified as a leader in tourism growth. Recognising the economic potential of the MICE sector, this growth is supported by national strategies in the UAE, which aim to attract more visitors and increase tourism's contribution to the GDP. To maximise this growth potential, destinations must adapt to the preferences of travellers, including the growing demand for unique and memorable experiences that blend business and leisure, known as "bleisure".
Miral, a leading creator of immersive destinations and experiences, is a leading player in Abu Dhabi's economic diversification through its significant contribution to the leisure and entertainment industry. Committed to sustainability and delivering exceptional experiences, Miral manages several prominent venues on Yas Island. These include SeaWorld, Ferrari World, Warner Bros. World, Yas Marina, the Etihad Arena and multiple Hilton properties as well as the upcoming teamLab Phenomena Abu Dhabi and Natural History Museum.
As part of Miral's efforts to enhance their international reputation, they commissioned us to produce a video podcast series that showcases the people and places that make Yas Island so unique for hosting business events. The 'Crafting the Experience' series provides a "behind the scenes" look at Miral and explores how to succeed in today's changing business environment and adapt to emerging trends. The MICE offer provided by Yas Island is a common thread throughout the series, providing both the backdrop where interviews and discussions are set. Each episodefeatures a member of Miral’s leadership team and their partners, offering specialised, educational and revealing content, highlighting expertise ranging from data and technology to marine biology. This approach presents Miral as more than just an experience brand, but as a company that is deeply attuned to the needs and concerns of today’s businesses and socially engaged citizens.
Following extensive pre-production and interview preparation, we provided a seamless all-in-one production solution. On-site filming captured the setting of Yas Island, with in-person hosting connecting the discussions with Miral's diverse MICE offer and incentives, reinforcing Miral’s appeal as a MICE destination. Co-distributed through our industry channels, with editorial excerpts and short trailers to boost recognition, bi-weekly episode releases built a cohesive story about why Miral is a regional leader in hosting business events, complementing its attractive leisure offer.
The main focus of this episode is to understand what is driving Miral's development, with the company's core values of people, community and the environment. We learnt about the importance of connectivity within a destination, the value of fostering strong partnerships, how the integration of technology, such as FacePass, improves convenience and the overall experience and how sustainability is a key consideration for all infrastructure development.
In this episode, the narrative revolves around everything the island has to offer and what makes it so attractive, both from a consumer and business perspective. With bleisure becoming increasingly significant for the MICE industry, Yas Island's ability to hold scaled events, while maintaining quality is one of the crucial aspects that makes the destination so unique. To attract more visitors, Miral's impactful marketing campaigns are a key driver of year-round growth, leveraging the power of celebrity ambassadors to garner international attention.
This episode details Miral's active pursuit of flagship international events and how they attract large groups to Yas Island, with a specific focus on the Business Events Fund established between Miral and Abu Dhabi's Department of Culture and Tourism. We also delve into why the curation of diverse experiences is so essential to enable Yas Island to be a one-stop shop for event organisers.
The fourth episode went into detail about collaboration with key partners to attract new events, the strategic integration of business and leisure activities into Yas Island's packed event calendar and explored the different venues offered by Miral. We discover Miral's cross-island proposal and how it enables synchronisation of venue availability as well as how the financial rebate programme plays a pivotal role in making business an easy experience on Yas Island.
Set in SeaWorld Abu Dhabi, this episode explores the importance of marine research and why businesses show a strong interest in supporting these marine conservation activities. Striking a remarkable balance between entertainment and environmental responsibility, the variety of private event spaces enables the crafting of bespoke events. Prioritising novelty and personalisation, Miral creates truly memorable experiences for business visitors.
The last episode highlighted Miral's core pillars of development, experiences and destination management and why smaller attractions add an extra layer of richness through networking opportunities and cultural immersion outside formal event spaces. With a forward-looking outlook, we gained insights into what the Miral brand stands for and why industry recognition, strategic expansion in the nearby Saadiyat Island and diversification beyond the MICE sector are key to the company's ongoing success in Yas Island.
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