At this time of year, many of us stop for a second and suddenly realise that our good intentions for a set of New Year’s resolutions have already fallen by the wayside as we toil in our day-to-day reality.
So, considering that, let’s look at a few principles that can have real impact in what we do in 2025. But, first,
a bit of perspective.
There can be no doubt that as we move deeper into this decade, we are witnessing a shift in where great marketing ideas and innovation are born, developed and implemented. AI is no doubt going to upset the apple cart, too.
The days of Mad Men and mega-agencies are long gone – and we are no longer governed by the dominant marketing shops of New York, London et al.
Increasingly great ideas in marketing truly do start locally – amongst communities and sub-cultures – before finding their feet and making waves around the world. Technology naturally plays an essential role in that, so we need to be smart in how we harness and use the digital world.
The power of inspiring stories and human-centric marketing
In our business there can be a danger at times of rushing into the pragmatic cost implications and mandatory formats of a campaign, focusing on how it will be executed, what it will look like, how visually inspiring it will be.
For planning and leaving no stone unturned, this is, naturally, important. However, at the heart of successful campaigns sits authentic storytelling.
I work in an oratory part of the world, culturally and historically speaking, where stories are a tradition handed down verbally from generation to generation, inspiring and resonating across age groups, fostering debate and driving people to etch meaning into rituals and locations. This is the kind of storytelling I am referring to, where the result is significant and meaningful cultural exchange.
The world loves stories, especially those with kindness, love, depth and humanity. We forget that at our own peril – whether we use social media, outdoor advertising, print and editorial or immersive technology.
My hope, as much as an actual prediction, is that as marketers we stay true to ourselves and never forget that storytelling is our human superpower.
Be smart with technology
In my lifetime we have seen the enormous shift to a world ruled by technology and mobile devices. There are today an estimated 18 billion mobile devices in the world – 10 billion more than the world’s population. And our cultural societal tolerance towards how we use these devices is rapidly changing. So, we must be smart with how we engage with our audiences using technology.
Technology is only ever effective if we ensure we use it to tell our stories with conviction and passion. For example, in Diriyah Company we have used gaming to tell the story of our At-Turaif UNESCO World Heritage Site to an entirely new audience. At-Turaif is the birthplace of the Kingdom of Saudi Arabia and recognised as the heart of our 14 square kilometre pedestrian city of the future.
Meticulously recreating it in Fortnite allowed us to connect with a new generation, allowing gamers to travel through Diriyah and Wadi Hanifah to explore a highly accurate representation at their leisure, down to the finest details of traditional Najdi architecture and cultural artifacts. This was an enormously satisfying and rewarding marketing initiative that delivers
tangible results.
The immersive experience
Now, with the global population significantly outnumbered by devices, an easy prediction to make is that immersive experiences will continue to grow. In the travel sector this is without a doubt increasingly a game changer.
Who needs to flick through a brochure when you can be taken on a virtual journey through ski slopes, go on safari, walk white sandy beaches, experience a fantastic hotel or be onboard a plane, boat or train?
For new destinations, in particular, this is an enormously powerful marketing tool. Human nature sometimes results in nervousness or apprehension about new experiences and new places. By immersing the prospective traveler in what a new and undiscovered destination can offer, you can create proximity and comfort.
We recently transformed the digital exhibition space at the Outernet in London into a rich Diriyah experience. This brought the vibrant and friendly atmosphere of Diriyah’s unique architecture and masterplan to the heart of the bustling UK capital, offering visitors an authentic feel of Diriyah culture in a uniquely innovative setting.
Always keep it real with human-centric marketing
As the travel sector continues to soar, travellers are increasingly looking for destinations that embrace both sustainability and authenticity. It’s easy to gravitate towards places, people and even brands that are true to their values and have principles that can be felt as a ‘force for good’. Communities flourish in and around such places, people and brands.
Marketing strategies and activations that are complementary will, often, work in and around these communities. Real people from a particular destination telling their own unscripted and unique stories using videos and capturing their passion is a great example of this.
As we settle into 2025, my hope, as much as an actual prediction, is that as marketers we stay true to ourselves and never forget that storytelling is our human superpower. If we can try to keep in mind that by making even the smallest nuanced touches with the objective of being a force for good, in everything we do, we will indeed make this world a better place and improve our standing as marketers at the same time. Happy New Year.
By Kiran Jay Haslam, CMO, Diriyah Company
