Yasalam is the festival held around the Abu Dhabi F1 Grand Prix on Yas Island.
It includes an activation of the whole island through motorsport, music, fitness and community events.

Through the following campaign, we aim to raise awareness and engagement within the UAE and GCC markets for the festival and in turn sell race weekend tickets. This will be done by promoting the Get Driver Fit programme, Emerging Talent Competition and After-race concerts.

The campaign is centered around the message that Yas Island is the place to be, with Yasalam bringing in its 10th year of non-stop activities.

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Campaign: “Y marks the Spot”

Get Driver Fit programme

Join us where the movement is… #Ymarksthespot

Generating engagement through the ‘#Ymarksthespot”, a competition with a treasure hunt mechanism with clues coming out at various events through the course of the GDF programme.

Generating awareness for the event by showcasing free fitness classes, prizes to be won by participating, easy access to trainers and a variety of activities.

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Emerging Talent Competition

Join us where the talent is… #Ymarksthespot

Generate engagement from the public with the ‘Guess the 4 finalists’ competition, and offering an opportunity for a Meet & Greet with past winners.

Generating awareness for the event by showcasing past ETC winners(aimed at potential participants), ballot entry to win prizes for every vote placed once the ETC commences(aimed at general public).

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After-race Concerts

Join us where the music is… #Ymarksthespot

Promoting artists that are to headline can drive race day ticket sales, as well as drive engagement to the other festival events.
A limited number of tickets can be allotted as a giveaway for the participants at the inaugural event for Get Drive Fit and ‘Guess the 4 Finalists’ – competition of the Emerging Talent Competition.

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