On the latest episode of Campaign Middle East’s On The Record podcast, Badr Bourji, Senior Vice President of Marketing, Miral Destinations, offers a masterclass on the measurable impact of brand-building with a clear focus on core values, while resonating with diverse global and local audiences.
Bourji dives into crucial conversations within the brand and marketing industry, including the importance of prioritising long-term brand strategies and meaningful marketing over short-term performance metrics. He talks about the benefits of treating agency partners as an extension of the internal brand team, ensuring that they are on-board with the unified brand vision and framework.
“Build brands and success will follow,” Bourji says. “Don’t think short term; make sure long-term focus is a top priority. Don’t be afraid to take calculated risks. Stay creative, but understand that creativity will only get people’s attention. What truly matters is creativity with consistency. Be consistent in how that creativity is delivered over years – that’s what earns the respect and loyalty of consumers.”
Building on this conversation, Bourji adds, “The conversation should not be only about budgets or about award-winning ideas. It’s about getting one thing right: make sure there’s purpose and a positive impact. That’s the point where we can say: We’ve actually done something worth talking about. We’ve made a difference for the brand and for society.”
He highlights Yas Island not merely as a collection of attractions and experiences, but as the delivery of a promise to make meaningful memories in the present, relive nostalgic moments of the past, and anticipate the potential of wistfulness in the near future.
“Yas Island is one of the fastest growing and most ambitious destinations in the world. In fact, I’d argue that within the next 10 years, Yas Island could potentially be one of the best destinations in the world,” Bourji says,
The common refrain within the interview is that online and offline storytelling are no longer separate tracks; they are a single, intertwined narrative ecosystem. Bourji frames the marketing approach as a deliberate orchestration of touchpoints across different behaviours, seasons, and cultures, designed to be relevant in everyday life.
He adds, ““We’re offering individuals, couples and families such unique entertainment value, and our marketing is naturally an extension of that. Some say that it’s best to reach audiences when sentiment is at its peak. In our case, it works both ways, we converse with consumers whether sentiment is at its lows or it’s at its peak. We understand why they feel a certain way, because we are part of the culture; we are part of the conversations; and we are part of their every day life.”
Bourji insists that the right approach isn’t about scattering a message everywhere and across all channels, just because the possibility exists. In fact, conversely, he shares that smart marketing is about crafting a narrative that remains coherent across platforms and moments in the right context – from a celebrity moment to a radio mention to a social post. The aim is to be part of people’s everyday culture, so the brand is seen as a constant companion rather than a one-off episodic moment.
“Nostalgia has been a key theme that we’ve been building on as a brand for years,” Bourji reveals. He goes on to explain nostalgia as a bridge across generations and regions, translating shared memories into a shared sense of belonging.
Bourji cites how the brand has leaned into nostalgic anchors — first with the Bee Gee’s classic ‘Staying Alive‘-inspired campaign: ‘Stayin’ On Yas‘; then by leaning into a ’90s favourites to create the ultimate Yas Island anthem ‘Yas Yas Baby‘; before bringing back one of the region’s childhood favourite ‘Miami Band‘ for several different culturally attuned campaigns.
Without giving too much away, the conversation also delved into partnerships, staying agile in an evolving landscape while staying true to brand, as well as practical pieces of advice for the brand and marketing landscape.
For more insights, watch the YouTube video of the full podcast.
