Miral, has announced the launch of Atheer, a state-of-the-art hybrid communication and production platform.
The platform was inaugurated by Dr Mohamed Abdalla Al Zaabi, Group CEO of Miral, alongside several Miral board members including Saif Rashid Al Noaimi, CEO of Ethara, and Mohamed Nasser Al Ghanem.
It reflects Miral’s commitment to innovation in storytelling across Yas Island, while playing a crucial role in highlighting future talents within the tourism and entertainment, industry in line with Miral's CSR Strategy.
Meaning radiance in Arabic, Atheer reflects Miral’s aspirations to craft elevated and refined content by embracing innovation, creativity, and excellence. Its launch represents a strategic development geared towards digital content creation, amplification, and skill enhancement, harnessing advanced AI technologies and data analytics to ensure captivating and impactful storytelling that resonates with diverse audiences.
This platform will create new possibilities in storytelling and amplification, and is designed to be a space where ideas, partnerships, and creativity can truly come alive, showcasing Yas Island’s story to the world.
Taghrid Alsaeed, Executive Director of Marketing, Communications & Events at Miral, emphasised the transformative impact of the new platform, and said saying, “The inauguration of Atheer marks a significant milestone in our innovation journey. It is poised to deliver long-lasting value for Yas Island. This modern facility will amplify our storytelling capabilities, leveraging AI systems for data-driven decision making and automation to deepen our engagement with our community and partners. We are excited to introduce a dynamic space where creativity, innovation, and collaboration unite to bring to life the joyful stories behind our world-class attractions and experiences on Yas Island and their contributions to Abu Dhabi’s tourism growth.”
Located in Abu Dhabi’s vibrant entertainment hub, Yas Island, Atheer will be managed by a dedicated team of skilled professionals. It will further enhance Miral’s community engagement by fostering strategic collaborations with key stakeholders and content creators to develop compelling narratives that address societal topics.
The platform will also host community and networking events, virtual gatherings, interactive webinars and live streaming sessions as well as amplifying Miral’s CSR efforts across its environmental sustainability, social well-being, and animal welfare strategic pillars.
