We first started by mapping out the brand, understanding what DGDA does, who it serves, what its mandate is and, more importantly, how it is going to achieve the core purpose of making Diriyah into 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 of the above pillars played a crucial role in defining the overall brand value and how to transform that value into a currency to be exchanged with our stakeholders, beneficiaries, community and visitors.
As a good neighbour, we developed the Community Shared Value department within DGDA and identified several programs, activities and channels to utilize in order to build relationships, strengthen 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 any development project, rather a cultural/historical development with the intention of bridging our rich heritage & cultural past with a modern destination that has all the amenities one would expect of any giga city development. From building the destination brand of Diriyah Gate and producing the groundbreaking ceremony of the Royal Inaugural Celebration of Diriyah Gate to designing the sales experience strategy of Wadi Safar, as a professional developer, DGDA is on its way to becoming the first realized giga development in the Kingdom.
With At-Turaif, a UNESCO World Heritage Site, at its heart, building the iconic destination of Diriyah meant using the core essence of our DNA; and that which makes this cultural/historical destination so different than other sites also gave us an edge and helped us to become the first operational giga project in the Kingdom. From Formula E starting in 2018 and the opening of At-Turaif to the world, to a calendar of seasonal events such as Layali Diriyah, Classic Car Show and Diriyah Season, our work to capitalize and market Diriyah as a future destination became real and the visitor experience response was exciting.