Homegrown businesses, regional players and global brands have turned their faces to the Middle East region, with a keen eye on Saudi Arabia, but the message from the Kingdom is clear: The local market has evolved. It’s not what it used to be, so there’s a need to learn the local nuances, understand local audiences better, and truly experience what the nation has to offer.
Amidst a growing focus on culture, creativity, communities and conveniences, brands in Saudi Arabia have also begun to find the balance between marketing to local and global audiences; tech-savvy youth and deep pocketed older audiences; technology adoption and customer experience; data-driven decisions and privacy concerns; as well as short-term KPI-focused marketing and long-term value-based brand building efforts.
In an in-depth interview with Campaign Middle East, Kiran Jay Haslam, the Chief Marketing Officer of Diriyah Company, a Public Investment Fund (PIF) company, shares his viewpoints on the coming together of contextual and culturally relevant storytelling; carefully tailored marketing campaigns; levers such as sustainability, authenticity, and heritage; as well as some of the challenges facing marketers and agencies in Saudi Arabia.
‘Highlighting the rich tapestry of Saudi culture and heritage’
Calling for “immediate attention” to certain challenges, Haslam says, “Firstly, there is a need to shift perceptions and build a robust understanding of Saudi Arabia as a diverse and welcoming destination, moving beyond traditional narratives. Secondly, addressing the growing demand for sustainable practices within marketing strategies is crucial, as consumers increasingly seek brands that prioritise environmental responsibility.”
He adds, “Furthermore, enhancing digital literacy and capabilities within the marketing workforce is vital to effectively leverage emerging technologies and data analytics. Lastly, fostering genuine engagement with local communities while ensuring global relevance will be essential for brands to thrive in a rapidly changing market. By prioritising these challenges, marketers can position themselves for success in the evolving landscape.”
Delving into each of these facets a little deeper, Campaign Middle East questions Haslam about how to ensure that these traditional narratives reflect within campaigns and resonate with local audiences.
Haslam says, “To tailor our marketing campaigns effectively, we leverage immersive experiences that highlight the rich tapestry of Saudi culture and heritage, as seen in our recent exhibitions at both Harrods and Outernet London.”
At Harrods, Diriyah Company’s pop-up display showcased the $63.2bn Diriyah development and received 450,000 visitors. The exhibit featured 350 residences crafted by renowned brands such as Ritz Carlton, Baccarat and Corinthia, with each brand highlighting a unique offering. Baccarat residences fuse modern luxury with classic French elegance, incorporating opulent materials and crystal accents, while Corinthia offers a family-focused, homely atmosphere. The Ritz Carlton units emphasise exceptional services for residents.
Discussing what made the Outernet London campaign stand out, Haslam says that it “brought Diriyah’s heritage, culture, and modern lifestyle to life through dynamic displays and interactive elements, allowing visitors to experience its charm and legacy first-hand. This included traditional Najdi music, dancing, calligraphy and coffee, creating a truly sensory journey that reflects Diriyah’s blend of historical richness with sustainable, forward-thinking design.”
He goes on to explain how campaigns such as Harrods and Outernet London offer experiences that elevate Diriyah’s profile on the global stage, with future exhibitions planned in other major cities.
“These initiatives, alongside strategic partnerships with prestigious brands, create a strong emotional connection with both local and global audiences. By using traditional Najdi architectural elements and warm colour palettes, we resonate with local audiences, while appealing to international visitors through luxury and sophistication.”
Haslam’s answer perfectly echoes conversations at the recent Athar Festival, held in Riyadh, which turned the spotlight on a Kingdom that perfectly amalgamates history, tradition and heritage with modern convenience, experiences, sports and entertainment.
‘‘Visitors now expect brands to prioritise ethical practices and provide immersive, culturally enriching experiences.”
‘Prioritising ethics, providing immersive experiences’
Leaders building experiences within the Kingdom and marketing Saudi tourism to the world have previously shared the need to weave an authentic narrative that is both contextual and culturally relevant.
Speaking to the effectiveness of this approach Haslam says, “By weaving rich narratives rooted in the nation’s heritage and culture into contemporary attractions, brands can create memorable and immersive experiences. This approach not only captivates local and international visitors but also fosters a deeper emotional connection with the destination. This blend of tradition and innovation has proven successful.”
Saudi Arabia welcomed more than 100 million visits in 2023, surpassing its 2030 target seven years early, with Diriyah contributing to these numbers.
Since opening in December 2022, the restaurants and cafés of Bujairi Terrace and the UNESCO World Heritage Site of At-Turaif have welcomed more than 2 million visits.
“This momentum showcases the Kingdom’s growing appeal as a vibrant and evolving tourism hub, ultimately leading to increased brand loyalty and visitor engagement,” Haslam adds.
Yet, building brand loyalty and a long-term credible brand requires more than just authentic storytelling. It requires brands that resonate with the core values of the customers – including sustainability – with a clear and consistent demonstration of such practices. Over the last year, consumers have vocalised demands for greater authenticity, sustainability, and personalised interactions.
Haslam says, “Visitors now expect brands to prioritise ethical practices and provide immersive, culturally enriching experiences. This evolution has prompted Diriyah to adapt its marketing strategies by emphasising its sustainable initiatives and heritage-rich offerings.”
“Marketing efforts have shifted from traditional advertising to creating engaging, narrative-driven content that highlights the unique experiences available at Diriyah,” he adds. “Consumers increasingly prioritise brands that align with their values, and Diriyah’s commitment to sustainable development and cultural preservation is a testament to this trend.”
Walking the talk, the first phase of Diriyah’s masterplan earned the Platinum Level LEED for Cities Certification by the US Green Building Council (USGBC) – the first time a project in the Middle East has received the accolade. Beyond planting trees, plants and shrubs, Diriyah has used local building materials and created a car-free, pedestrianised environment.
“Diriyah not only enhances its environmental footprint but reinforces its dedication to authenticity. This approach builds trust and loyalty among customers who value ethical practices and will help Diriyah achieve 50 million annual visits by 2030,” Haslam adds.
Vision 2030 coming to life at Diriyah
The conversation gradually moves into the realm of data-led decisions in an increasingly digital-first world where consumers have made their demands clear: They want brands to engage with them digitally on the social media and online platforms where they are at. They have shared their willingness to offer access to their first party data to trusted and transparent brands with the caveat that it leads to more personalised and better customer experiences (CX).
“By leveraging AI and machine learning, Diriyah can analyse visitor data and preferences, enabling personalised marketing efforts that cater to individual needs. Overall, understanding changing preferences has allowed Diriyah to refine its approach and strengthen its brand appeal,” Haslam explains.
Speaking about the impact of leveraging technology to enhance CX, he adds, “Augmented reality (AR) enhances visitor experiences by providing interactive tours that bring the rich history of Diriyah to life. Furthermore, large language models (LLMs) assist in crafting compelling narratives and engaging content that resonates with diverse audiences.
These technologies empower Diriyah to optimise its marketing campaigns, improve customer engagement, and make informed decisions that align with consumer expectations, ultimately elevating the brand’s presence both locally and globally.” Diriyah’s focus on digital transformation and sustainability further aligns the destination with the objectives of Saudi Arabia’s comprehensive Vision 2030, which also calls for inclusion within society – both in terms of gender and people with disabilities. It calls for brands to take inclusion beyond buzzwords and tokenism to move the needle on the ground.
“Initiatives aimed at enhancing accessibility for the specially abled are integrated into the design of public spaces, ensuring that everyone can enjoy the attractions,” Haslam says.
“Additionally, Diriyah promotes gender inclusivity by empowering women through employment and leadership opportunities within the tourism and hospitality sectors. A key initiative in this effort is our Women’s Empowerment Programme, designed to support the training and development of our remarkable team of talented Saudi women,” he adds.
Currently, women make up 36 per cent of Diriyah’s workforce, with 16 per cent holding senior positions, highlighting a positive march towards its long-term goals.
“These efforts not only align with national goals but also resonate with local audiences, creating a sense of belonging and representation. By actively fostering an inclusive environment, Diriyah strengthens its connection with diverse communities and sets a standard for other brands to follow,” Haslam concludes.
