Celebrating 10 years of Ferrari World Abu Dhabi

Farah Experiences and Weber Shandwick MENAT

In 2020, Ferrari World Abu Dhabi celebrated its 10th anniversary. The world-class theme park marked a decade of exhilarating experiences and introduced exciting additions to delight guests.

Challenges faced by the pandemic meant that the Park’s communications efforts had to come to a screeching halt for some time.

In Q4 of 2020, we revved the communications engine and amplified the noise around the 10th anniversary. We leveraged Ferrari fans’ hunger by highlighting the newest experiences; the Roof Walk and Zip Line as well as unveiling a one-of-a-kind Hypercars exhibition. We worked with media to facilitate experiential visits, shifting perceptions about the park that it’s purely for thrill-seekers.

We used our robust media relationships, to craft and amplify the narrative around the key milestone.

The results of the campaign included garnering a SoV of 65% among local theme parks, generating 2,200 print and online articles and reaching over 592 million people.