In an effort to become the most significant, influential leisure, tourism, and lifestyle business in the region, Miral, one of Abu Dhabi’s leading producers of immersive locations and experiences, today announced its new visual identity and its first advertising campaign. Among its many projects now under development on Yas Island and throughout the Emirate, valued more than AED 13 billion, Miral, a significant contributor to the diversification of Abu Dhabi’s economy, has revealed the on-set of three new projects.
HE Mohamed Khalifa Al Mubarak, Chairman of Miral, says, “Miral delivers sustainable, long-term value that contributes to the positioning of Abu Dhabi as a global tourism hub. The new decade is set to be marked with accomplishments of greater magnitude that reflect a renewed promise through integrated destinations, underscored by a relentless commitment to evolving the capital’s tourism ecosystem and growth.”
Today, Miral designs, builds, runs, and maintains immersive locations and experiences that draw tourists worldwide, help them make lifelong memories, and accelerate the Emirate’s economic diversification. With over three thousand job possibilities in the leisure and entertainment sector, its track record of success and quality has established it as a reliable partner in the sector.
Mohamed Abdalla Al Zaabi, Group CEO of Miral, says, “Miral is committed to transforming the leisure and entertainment industry in Abu Dhabi, and our rebrand signifies how we will aim to deliver on this promise and contribute to the economic growth of the Emirate. The new brand reflects how we are reimagining and evolving an integrated visitor experience, creating unforgettable memories and moments of joy for residents and international guests. With this, we will continue positioning our destinations as top global leisure, entertainment, and tourism choices.”
The three lines of its logo stand for Miral’s three pillars: people, community, and environment. The first line signifies the value of the dedication and passion of Miral’s employees in bringing its ideas to life and how Miral is committed to their development. The second line signifies how Miral’s experiences and destinations positively impact the communities and cultures it serves. Since Miral is committed to being a data-driven organization, the brand elements symbolise zeros and ones. Lastly, it reflects Miral’s use of cutting-edge technology to provide a thorough knowledge of visitors to create more individualized and memorable experiences for them.
Additionally, Miral also announced its three subsidiary names falling under the unified brand: Miral Destinations, previously Experience Hub, Miral Experiences, previously Farah Experiences and Yas Asset Management. Miral Experiences operates a diverse portfolio of world-class, award-winning immersive experiences, Miral Destinations promotes unique destinations, and Yas Asset Management operates and manages a portfolio of vibrant destinations across Yas Island.
Miral will concentrate on creating and completing significant landmark projects around Abu Dhabi in the upcoming years. One of the most significant ones is SeaWorld Abu Dhabi, a modern marine life park that will debut on Yas Island in 2023. TeamLab Phenomena Abu Dhabi and the Natural History Museum Abu Dhabi, which Miral started building this year, are two other famous projects on Saadiyat Island. To establish integrated and distinctive services across the Emirate, Miral will continue to develop and manage Yas Island and the destination plan for Saadiyat Island.
The Miral strategy for the next five years will be to drive by its focus on delivering new leisure and entertainment destinations and ventures that generate sustainable value while aiding in the diversification of Abu Dhabi’s economy. Miral’s strategy follows its ambition to be a customer-centric, forward-thinking, and effective organization.