The Red Sea Project, Saudi Arabia

A SYNOPSIS

A Word From Our Client

“The Legacy Untold was an extraordinary partner and provided advice and information that played a critical role in our success. Their vast personal experience working with the best of the best in global travel products, intimate understanding of the modern luxury traveler, and deep knowledge of the travel trade and industry channels were invaluable, and significantly informed IPG’s internal creative and strategy teams to develop the campaign that was eventually selected. We are proud of the incredible work we presented as a global team and enthusiastically recommend working with The Legacy Untold. Mark Lakin (Founder, The Legacy Untold) is one of the most respected travel consultants and travel designers in the world, and for good reason!” Thabang Skwambane, Group Managing Director at Foote, Cone & Belding (FCB)

 

The Client

The Red Sea Development Company (“TRSDC”) is developing an archipelago of more than 90 pristine islands in Saudi Arabia’s Red Sea. The Interpublic Group of Companies, Inc. (“IPG”) is an American publicly traded advertising company. One of the “Big Four” advertising agencies, and responsible for crafting the most enduring global brands such as Amazon, LVMH, Microsoft, and Marriott.

 

The Task

IPG engaged us as their sole luxury and sustainable travel specialist to advance their pursuit of becoming TRSDC’s agency of record. We were asked to advise and assist in defining their pitch related to the following: (1) Global client acquisition strategy: B2B, B2C, (2) Luxury traveler insights to perfect the traveler’s experience, (3) Selection of key partners, premier associations, and the top global travel trade shows, (4) Interactions with the luxury travel designers related to messaging, pricing, trade portals, and educational trips, (5) Standards and messaging around cross-cultural tolerance and integration, (6) Storytelling around credibility, safety, and human rights, (7) Press strategy and publicity, (8) Social media strategy, (9) Celebrity ambassadors, (10) Influencer strategy.

 

The Legacy

We designed a marketing strategy that dramatically differentiated TRSDC as an iconic luxury destination demonstrating its uncompromising commitment to luxury and sustainability in a way that might resonate with the Upper Upscale, Luxury, and Hyper Luxury segments. We repositioned Saudi Arabia as a global leader in tourism – responsible for redefining a new luxury underpinned by unprecedented innovation in the name of sustainability.