What started as a bold vision has become a defining symbol of Dubai's skyline and a game-changer in out-of-home advertising.

The Triple Crown, part of The Landmark Series, has transformed how brands engage with their audience, blending cutting-edge technology with architectural brilliance.

We reflect on the journey that brought us here—how The Triple Crown has redefined outdoor advertising possibilities, impacted the industry, and where we're headed next. Watch the video to hear from our leadership about the vision, innovation, and exciting future.
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The location of The Triple Crown in Dubai near Mall of the Emirates ensures maximum exposure for premium brands, as the screens are visible to thousands of vehicles daily. This prime positioning guarantees that advertising messages will significantly impact brand awareness and engagement. The high-resolution displays showcase every advertisement with stunning clarity and brilliance.

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BackLite Media is currently hosting what it claims to be Huda Beauty’s first ever OOH campaign on one of its main collections of OOH offerings, The Triple Crown.

The advertising company said The Triple Crown is a popular choice for luxury OOH advertising in Dubai, making it the perfect location for amplifying Huda Kattan’s campaign.

Positioned on Sheikh Zayed Road, it offers unavoidable visibility to millions of daily commuters, ensuring the campaign reaches an affluent, diverse audience.

BackLite said The Triple Crown’s large, high-definition screens helped create a statement among Dubai’s residents and tourists, with the aim of complementing the campaign’s viral nature and elevating its prestige, hoping to align with Dubai’s premium and luxury brand ecosystem.

To position the campaign in a location where it would perform the best and deliver the highest ROI, BackLite claims it started the visualisation process by thoroughly understanding the campaign’s nature and the target audience.

“We identified the key objectives and demographics for the Easy Blur launch, and then recommended the best locations—like The Triple Crown—based on traffic data and audience fit,” said James Bicknell, CEO of BackLite Media.

“We also collaborated closely with the creative team, offering insights on adapting the artwork for maximum impact in an OOH format.
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This included advising on visual tweaks and adjustments to ensure the campaign was appealing and highly engaging for both daytime and nighttime commuters. This holistic approach ensured the campaign was perfectly tailored for OOH, creating a seamless transition from online to offline engagement,” Bicknell said.

The Easy Blur product line, launched earlier this month, has sparked a lot of chatter. It boldly features the brand’s founder, Huda Kattan, in a before-and-after setting to prove the product works like a filter.

Huda Beauty has previously stuck to social media and influencer marketing to promote its new products. According to BackLite, the significance of choosing a luxury OOH format to advertise the brand enhances the campaign’s perceived status as it fuels and association with other top-tier brands. Therefore, it aims to make it more appealing to a discerning audience.

BackLite claims the combination of strategic location and premium context helps the campaign stand out in a competitive market, amplifying its impact and driving consumer action.

Huda Beauty also unveiled a redesign of its logo earlier this year, which was rolled out with its best-selling Easy Bake Loose Powder. The rebrand was introduced in a YouTube video on Huda Beauty’s channel, where Kattan gave viewers a behind-the-scenes look into the strategy and process of the rebrand.

“This is an opportunity for us to really define who we are as a brand, who we are in the industry,” Kattan said about the rebrand in a recording of a meeting shown in the reveal video.

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BackLiteMedia is thrilled to announce the launch of The Triple Crown Abu Dhabi, part of The Landmark Series, a cutting-edge Digital Out-of-Home (DOOH) network featuring three gigantic screens strategically positioned on Al Khaleej Al Arabi Street in Abu Dhabi.

The rollout of The Landmark Series into Abu Dhabi represents a significant milestone in the evolution of DOOH advertising in the capital. Offering premium brands unparalleled visibility and engagement opportunities.

The Triple Crown's three colossal screens dominate the bustling Al Khaleej Al Arabi Street, ensuring that every passerby is captivated by the high-definition displays. These state-of-the-art screens are designed to deliver vibrant content that captures the attention of commuters, residents, and tourists alike, making them an ideal platform for advertisers aiming to reach a diverse and affluent audiences.

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James Bicknell, CEO of BackLite Media, commented on this moment, "Al Khaleej Al Arabi Street is one of Abu Dhabi's most prominent roads leading to Abu Dhabi Airports and Al Bateen Executive Airport, known for its high traffic and strategic importance. The location of The Triple Crown ensures maximum exposure for brands, as the screens are visible to thousands of vehicles daily. This prime positioning guarantees that advertising messages will significantly impact brand awareness and engagement. The high-resolution displays showcase every advertisement with stunning clarity and brilliance."

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Advertisers benefit significantly from the strategic placement and large size of digital screens, which ensure their messages have a broad reach and are seen repeatedly by a diverse audience. 

BackLite Media is proud to lead this transformative project, continuing its commitment to innovation and excellence in the Out-of-Home advertising industry.

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In March, we launched The Crowns at Al Qana in Abu Dhabi, expanding our Landmark Series in the UAE's capital. It's been exciting! Since then, we've hosted campaigns for some of the most sought-after brands, like Bulgari, Tiffany & Co., CHANEL, and IWC Schaffhausen, to name a few.

Iconic locations, coupled with superior design, are associated with prestige, exclusivity, and high visibility, making them highly desirable for luxury and global brands looking to make a bold statement and reach elite audiences.
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The Crowns, Abu Dhabi, is an excellent example of how the combination of prominent location, design and association offers a prime opportunity for brands to capture the attention of diverse and affluent audiences.Our goal? It's simple: to spearhead digital innovation right here in the UAE. With our Landmark Series, we're not just talking about commitment; we're delivering it, offering nothing but the best locations.

The Crowns promises:
→ Over 50 Million impressions
→ Reaching more than 34% of Abu Dhabi's population
→ Unparalleled visibility to Abu Dhabi's affluent and Emirati population

And when it comes to ensuring the finest experience for advertisers and audiences, we don't just go with our gut. We rely on solid, trustworthy data. How's that for setting the bar high?

With strategic thinking and innovative technology, meticulous attention to detail, and careful curation, we have empowered brands to dominate SpotLite: to be seen, appreciated, and remembered by the right people. This philosophy, which we term “Desirable by Design”, reflects our belief that sought-after brands are not the result of chance but intentional creation.

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Guided by this ethos, we are excited to announce the expansion of The Landmark Series into Abu Dhabi. This development represents a significant leap forward for our company, reaffirming our status as a leading provider of iconic and cutting-edge advertising solutions in the region.

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The Landmark Series in Abu Dhabi will feature a collection of iconic outdoor advertising structures strategically positioned in key, high-profile locations across the city. These structures are visually stunning and crafted to captivate audiences and leave a lasting impression.

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In line with this vision, we are thrilled to announce the launch of the award-winning Triple Crown in the heart of Abu Dhabi. With its impressive scale and strategic placements aimed at targeting Abu Dhabi’s high-net-worth individuals (HNWIs) and Emiratis, The Triple Crown is set to offer advertisers unparalleled visibility and exposure to a diverse audience.

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Our decision to extend The Landmark Series to Abu Dhabi coincides with the region’s rapid growth and development. As Abu Dhabi continues to establish itself as a vibrant centre for business, culture, and tourism, the demand for impactful advertising solutions has never been greater. The Landmark Series presents an exciting opportunity for businesses to engage with consumers in Abu Dhabi in a meaningful and impactful manner.

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“We are excited to introduce The Landmark Series to Abu Dhabi and expand our presence in the region,” remarked James Bicknell, CEO of BackLite Media. “With the city now recognised as a preferred hub for investments, business and real estate, Abu Dhabi provides the ideal backdrop for our innovative advertising structures. We are confident that The Landmark Series will enhance the city’s advertising landscape and offer premium brands a powerful platform to connect with elite audiences.”

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Through the integration of cutting-edge technology and creative design, The Landmark Series is poised to deliver unparalleled visibility and engagement for advertisers while enhancing the urban landscape of Abu Dhabi.

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