Not Another Hotel Rebrand!

Gambit Communications & Mandarin Oriental Al Faisaliah Riyadh

Gambit’s tailored local strategy saw us generate results far beyond any old hotel rebrand. <br /><br />We leveraged Mandarin Oriental’s brand logo – now added above the doors to Al Faisaliah Tower – and global ‘I’m a Fan’ campaign to reflect Saudia Arabia’s rich cultural identity, creating a platform for all thirteen provinces. We carved out unique story angles relevant to ministry initiatives, localisation efforts and tourism news, and we managed to position the rebrand in a non-promotional way by placing community at the centre of our approach. <br /><br />With absolutely no media spend behind the campaign, and without influencers to fall back on, we successfully translated the commercial takeover of an age-old hotel into a meaningful narrative for media – centralising MORYD as the heart of the capital, and resulting in an immediate impact on sales and reputation.