November 30th, 2021, Cheryl Kar
Global Village registered the highest uplift in Ad Awareness of all the brands YouGov tracks in the United Arab Emirates (UAE), earning it the title of YouGov Advertiser of the Month for November.
According to data from YouGov BrandIndex, which tracks the health of brands on a daily basis, the percentage of people in the UAE who saw a Global Village ad in the previous two weeks rose from 32.4% on October 26 to 43.9% on November 25 (+11.5 percentage points).
This rise in Ad Awareness coincides with the multicultural amusement park’s recent announcement of the launch of its 26th season, which is being held from November 15, 2021 until April 10, 2022. The festival park is set to feature new attractions this time out, including new markets such as the Iraq Pavilion and the Thai-inspired Railway Market, as well as internationally acclaimed shows such as Burn the Floor.
In early November, Global Village also began its month-long celebration to mark the 50th UAE National Day. It also partnered with the Hamdan bin Mohammed bin Rashid Al Maktoum International Photography Award (HIPA) to launch an international photography contest – inviting professional and amateur photographers to celebrate multiculturalism in the UAE.
During the same period, Global Village also saw a rise in Buzz score, which tracks if consumers have heard something positive or negative about a brand. This score rose from 36.3% on October 26 to 42.1% on November 25 (+5.8 points), indicating that the number of positive conversations around the company grew during this period.
It will be interesting to see how the brand continues to track over the course of this new season beyond just the media related metrics, both in terms of Brand health and Lower funnel metrics, but a strong start from the initial communications push.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Global Village’s Ad Awareness score is based on the question: Which of the following brands or providers have you seen an advertisement for in the past two weeks? Scores are based on an average daily sample size of 585 UAE adults between October 26 and November 25. Figures are based on a 4-week moving average. Learn more about BrandIndex.