TTME JAN 2018-PG 15

Personalisation of digital experiences

Miral has embarked on a major digital transformation project to create a seamlessly connected destination of world-class theme parks and attractions on Yas Island. The project will take visitors on a personalised digital journey, enhancing the island’s destination appeal to global leisure and business travellers.


The infrastructure was developed earlier in 2017 to enable the launch of the platform’s digital assets across its theme parks on Yas Island, Abu Dhabi and deliver a wall-less resort vision. The first phase of the project will roll out during the first half of this year, and will transform online and mobile visitor engagement with the iconic Ferrari World Abu Dhabi theme park, Yas Waterworld, the Yas Island destination and the new theme park planned for next year.
“With the support of our partners, this project will play a major role in reinforcing Yas Island’s position as a global entertainment and leisure destination of choice, and will allow us to combine our attractions with personalised technology to provide guests with unique experiences,” said Mohamed Abdalla Al Zaabi, CEO, Miral.
As soon as guests enter Yas Island, they will receive a personal ID that becomes their digital ‘key’ to open a connected ‘wall-less’ destination experience tailored to their needs. The experience will allow visitors to enjoy multiple immersive experiences seamlessly on their smartphone to personalise their interaction with the family during their stay. Miral announced its strategic partnerships with SapientRazorfish, part of Publicis. Sapient and Cognizant together have forged the backbone of the project with development teams deployed on-site at Yas Island.
“In a world driven by technology advancement and changing customer expectations, Miral has demonstrated the ambition and ability to reimagine the world-class theme park experience of the future. By bringing our expert capabilities in business consulting, creativity, technology and data science, we look forward to helping Miral truly transform the visitor experience,” said Nigel Vaz, CEO, Publicis.Sapient International. “Together, we have created a digital platform that enables Miral to lead the way in smart, personalised and immersive experiences by uniting the physical and virtual aspects of its leisure and entertainment offerings across channels. We are pleased to leverage our analytics, cloud and agile development capabilities to help Miral unlock the power of its technology environment and drive market differentiation based on superior insights and delighted visitors,” said Narayan Iyer, VP, APAC, ME and India, Cognizant.

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