We first started by mapping out the brand, understanding who DGDA serves, what its mandate is and, more importantly, how it’s going to achieve the core purpose of making Diriyah one of the world’s greatest cultural historical gathering places.

Defining DGDA’s 3 core pillars: being a good neighbour, a professional developer and building an iconic destination; helped us understand the type of brand experiences we needed to develop. Each pillar played a crucial role in defining the overall brand value and in transforming that value into a currency to be exchanged with our stakeholders.

As a good neighbour, we identified several programs and channels for building relationships, strengthening our community engagement and have our community advocate for the work DGDA is doing.

Building the foundation as a professional developer, we understood that this was not just any development project, rather a development with the intention of bridging our rich heritage & culture with a modern destination that has all the amenities expected of any giga development.  We kept this in mind while building the Diriyah Gate destination brand, producing the groundbreaking ceremony of the Royal Inauguration of Diriyah Gate, designing the sales experience strategy of Wadi Safar, and more.

With At-Turaif at its heart, building the iconic destination of Diriyah meant using the essence of our DNA. That which makes this cultural/historical destination so unique also gave us an edge, as we became the first operational giga project in the Kingdom. From Formula E and the opening of At-Turaif to the world, to a calendar of seasonal events such as Layali Diriya, our work to capitalize and market Diriyah as a future destination became real with an exciting visitor response.