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 representation. He calls for marketers to use meaningful storytelling to create connections rather than sell a sojourn.
At the core of Red Sea Global’s ambitious undertaking is a commitment to creativity that celebrates courage, highlighting unmistakably Saudi lived experiences, brave cultures, and a consistent sense of purpose.
Armitage says, “Building a global brand from Saudi Arabia begins with authenticity. It’s about being deeply connected to our roots, our culture, our environment and our people, while expressing those values in a way that resonates across the world. The goal is not to imitate what’s been done elsewhere, but to contribute something original and inspiring to the global stage.”
He adds, “Red Sea Global aims to show that Saudi Arabia’s story can be told with sophistication, creativity and confidence. By combining world-class design and operations with an authentic sense of place, we can create brands that feel both globally relevant and unmistakably Saudi.”
Moving past traditional marketing tactics, Armitage highlights the power of storytelling to create lasting connections.
He explains, “Storytelling allows us to move beyond promotion and into connection. People don’t want to be sold a destination; they want to feel part of something meaningful.”
This ethos underpins his work with The Red Sea and AMAALA, where the narrative extends beyond the physical destination, inviting guests to discover personal, emotional and cultural revelations.
“Our role is to evoke curiosity, emotion and purpose. The story is not just about where guests are going, but what they’ll discover – about themselves, about nature and about culture,” he says.
That said, for global ideas to shine, they must first be grounded in local truth, be co-created with locals, with messages that are accepted and resonate locally.
Armitage asserts that the “magic happens when you take universal concepts such as wellness, exploration and creativity, and express them through the lens of local culture, materials and people”.
He explains, “We collaborate closely with Saudi artists, architects, and communities to ensure every element feels authentic. It’s this integration of global excellence and local insight that creates something timeless – a sense of place that speaks to the world but could only exist here.”
However, to truly move the needle on collaborative storytelling, creative teams that highlight local culture and lived experiences on the regional and global stage must be trusted and empowered. They need to be bold and brave enough to go big – from idea to implementation.
“Creativity thrives in environments that celebrate courage, collaboration and curiosity. Building strong creative teams means giving people both a clear sense of purpose and the freedom to push boundaries,” Armitage says.
Keeping this in mind, Red Sea Global has empowered its talent, bringing together local and international minds who challenge each other and elevate ideas.
“When people feel trusted and inspired, they don’t just deliver great work, they redefine what’s possible. Bold ideas are born from brave cultures,” Armitage adds.
Being bold also means going beyond the short-term brief. It’s not just the stories and experiences of the locals that need to shine through in storytelling; their values must move beyond slogans to shine in the spotlight, as well.
Armitage explains, “Sustainability can’t be an add-on; it must be the heart of the brand. At Red Sea Global, regeneration is not a slogan, it’s our entire operating philosophy. Every decision we make, from infrastructure to guest experience, is guided by how we can leave the environment and communities better than we found them.”
“It’s not about indulgence without consequence, but about purpose-driven experiences that create a positive legacy. When sustainability becomes a lived principle rather than a message, it naturally drives the brand forward,” he adds.
Purpose remains central to success. While many brands have attempted to move at the ‘speed of culture’, ‘speed of tech adoption’ and the ‘speed of trends’, those that have stood the test of time in a rapidly evolving landscape are those that have stood their ground on purpose.
“The challenge is to evolve while staying true to that purpose, to innovate without losing identity. What we’re doing at Red Sea Global is setting a new benchmark, building destinations that combine sustainability, culture and luxury in ways the world hasn’t seen before. The journey hasn’t been without challenges, but it’s incredibly rewarding to be part of a transformation that will redefine not just Saudi tourism, but the future of global travel,” Armitage adds.
Overseeing two of the biggest gigaprojects in the Kingdom, Red Sea Global now stands as a testament to the power of authenticity, storytelling and sustainability in action. Under Brett Armitage’s guidance, the narrative is no longer just about must-visit places and 10 things to do there; it is about locally led creation, cultural fusion and transformative experiences.
This story goes far beyond building beautiful destinations. It’s a bridge of belonging crafted by those who live and breathe Saudi for those they have invited to their homeland.
Armitage concludes, “Every visual, message and experience should reflect a larger narrative of transformation and belonging. That’s how storytelling becomes a bridge, not a brochure.”
