The 2025 Brass Ring Excellence Awards

Chosen as a finalist for a high-energy, youth-driven campaign that paired global icon Shaquille O’Neal with regional rap star Flipperachi. By combining music, celebrity culture, and experiential storytelling, it repositioned Yas Island as a limitless entertainment destination, generating viral engagement, global resonance, and measurable revenue growth.

Chosen as a finalist for a holiday show that showcased beautiful, talented acts creatively blended to tell a cohesive story, with unique elements used in unexpected and engaging ways, making the production memorable and entertaining.

Chosen as a finalist for delivering a vibrant, emotionally rich experience through sophisticated use of fountains, projections, lighting, and music. Clever Muppet-themed pre-show, integrated technology, and character branding create personal connections, blending contemporary and classic characters for strong visual storytelling and lasting emotional impact.

Chosen as a finalist for a year-round recognition program that strengthened retention and rewards, delivering consistent brand experience through a ThemePark playbook. Empowered frontline staff and surprise vouchers, like ice cream cards, created memorable moments, making it a standout program that elevated engagement across the parks.

Chosen as a finalist for a sustainability program seamlessly integrated into the business model. Clear, inspiring storytelling and a branded program demonstrated strong internal commitment and effectively communicated the park’s dedication to sustainable practices.

Chosen as a finalist for a leadership-driven initiative that created meaningful change from the top. By openly addressing what wasn’t working, incorporating insights from across the industry, and delivering a well-branded, culturally aligned program, it demonstrated thoughtful execution and effective scale.