Miral and BRAG launch Club Social


March 25, 2018 | By RetailME Bureau

Miral, the developer behind Yas Island’s leisure attractions, and experiential event agency BRAG have collaborated to create Club Social – a platform that celebrates the ‘social’ in social media through a new destination and meet-up concept.

The first edition of Club Social, scheduled to take place from April 27-28, will focus on food. It will deliver a full weekend’s worth of dining, lounging, sunning, snapping and posting on Yas Island. In a waterfront, interactive and picture-perfect space, Club Social encourages the UAE’s residents and visitors to discover new food offerings while they click, chat and post.

The two-day event will bring together food lovers and foodie content creators through more than 15 kinds of food experiences, live cooking stations & workshops, beach retail and sports, performances, an outdoor beach cinema and a moveable feast of post-worthy backdrops.

“Through delivering some of the region’s most memorable community events, BRAG understands that half of the success of any destination or occasion is its presence on social media. Club Social enables us to create a new platform on Yas Island that is relevant for today’s social age – bringing the online community together in a fun, engaging real-time space for a weekend, celebrating quality content creators while poking light-hearted fun at some of the clichés found on social platforms,” says Ramzi Nakad, co-founder of BRAG.

Club Social is the tangible connecting and mingling solution for the offline disconnect that millennial consumers, who spend on average at least two hours per day on social media, experience as a bi-product of their online habits, as well as a reflection of the UAE’s growing social media community.

In selecting food as the first of Club Social’s themes, research shows that food-related posts make up a quarter of all social media activity, with 69% of millennials sharing photos or videos of food via their social channels, demonstrating the demand for new food experiences that lend themselves to sharing online.

BRAG has previously managed a number of the UAE’s high-profile events since 2010, including Rise Dubai Creek Harbour by Emaar, Fashion Forward, the Dubai Food Festival’s Beach Canteen and Sole DXB. Social media coverage has been a key factor in driving awareness of and attendance for these activations, which contributed to the thought process behind the creation of Club Social, BRAG’s first foray into Abu Dhabi.

“As Abu Dhabi’s playground from both adults and families, Yas Island is the ideal home for the new Club Social concept, and we’re looking forward to welcoming our frequent visitors and nearby residents as well as new guests to discover the latest food offerings at the first Club Social edition,” adds Gerardo Llanes, executive director, destination management for Miral.

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



Union Coop, a consumer cooperative in the UAE, revealed that 78% of 

Continue Reading

August 24, 2021 | By Jibran Chouguley

Union Coop has opened its 23rd branch within the UAE in Jumeirah 

Continue Reading

August 2, 2021 | By Jibran Chouguley

Nando’s has revealed their revamped Sheikh Zayed Road outlet where newcomers and 

Continue Reading

July 8, 2021 | By Jibran Chouguley

UAE-based Al Maya Group announced that it will be boosting import of 

Continue Reading

June 24, 2021 | By RetailME Bureau

UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu 

Continue Reading

June 2, 2021 | By RetailME Bureau

UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto




Download Images RetailME Magazine