Building a regionally resonant global brand is akin to constructing a bridge between two worlds – anchored in local heritage yet stretching out and connecting with a worldwide audience. In the context of Saudi Arabia’s tourism destination brands, this endeavour requires a delicate equilibrium between cultural authenticity, storytelling and international appeal.
Brett Armitage, Group Head of Branding and Marketing at Red Sea Global, which is spearheading two of the most ambitious tourism projects in the world – The Red Sea and AMAALA – talks to Campaign Middle East about the brand’s transformative journey.
Armitage reveals insights that go beyond nation building and regional represe
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