CLIENT
Saudi Tourism Authority, Riyadh, Saudi Arabia
An organ of the Saudi Arabia’s Ministry of Tourism
INDUSTRY
Travel & Tourism
Culture
Media
Marketing
Governmental
DELIVERABLES
Advisory on verbal identity & content strategy cultural alignment on multiple delivery fronts for two different publics
Nusuk Hajj app & platform
Visit Saudi website translation & terminology alignment, the official tourism website in Saudi Arabia
Languages: French, Arabic, English, Spanish
CHALLENGE
Oscillate between the tone of voice for religious tourism and mainstream tourism while keeping the same identity on all platforms and apps.
Inform about language best practices.
Translate with respect to Islam and Muslims of Saudi Arabia and the world.
OUTCOME
Better representation of the Authority. Better access to the mobile application. Clarity in representing religious versus mainstream touristic outlets. Language was clearer, simpler, easier on the receiver.
Higher ROI and stronger NPS were noted following a rigorous keyword planning with relation to the target publics.
FEEDBACK
It was all my pleasure to work with such a talented person. She has a way with words and a lot of good vibes and positive energy.
WHY I SAID YES
This project was my first mission as an adviser and presented itself as the next step in my career.
It was also my first long stay in Saudi Arabia and the prelude to other engagements in the Kingdom.
