MUSE Silver

Portugal

2022

Aseel Resort: Staycations Are Here To Stay

Entrant Company

Blue Hat

Category

Social Media

Client's Name

Aseel Resort

Sub-Category

Travel & Tourism

Aseel / As:il/ means “Authentic” in Arabic, is a luxury resort known for its iconic architecture that boasts sophistication and heritage. It is located in Ad-Diriyah, once home to the first Saudi royal dynasty and a historical treasure rich in culture and art. The resort includes different prestigious villas, each comprising its own garden & swimming pool--ideal for getaways, gatherings and celebrating special occasions. The online communication strategy strengthens Aseel’s positioning by highlighting their unique selling points and interior design that focuses on reviving Saudi heritage with a modern twist. A look at its social channels transports you to the historic Ad-diriyah, owing to Aseel’s unique and extremely instagrammable interior: an oasis in the middle of the desert! Aseel Resort’s online visual identity keeps the online audience up-to-date on the resort’s latest collaborations and events, to trigger curiosity and increase bookings. The content engages with followers in a two-way conversation by harnessing Instagram tools such as stories, polls, giphy stickers, and questions. The content gives a nod to Ad-Diriyah by focusing on the amenities from an aesthetic perspective that stays true to the interior design essence of “bringing the outside historic elements inside”. Through Instagram, we’ve created a transportive excursion: Picture yourself walking through the villas and taking in all the iconic, Saudi cultural motifs represented in a new light: from the palm tree trunks upcycled into centerpiece chandeliers, the Arabic coffee Pot Dallah mounted up as an artistic installation and upholstered traditional bedouin weavings. Seasonality was also portrayed: For summer, cool tones that scream “summer vibes by the pool” were used, while in winter, warm tones dominated to portray a cozy “staycation vibe by the fire”. We integrated drone photography, timelapse videos, and more human elements, to capture the space’s beauty and the authentic moments that visitors experience. From November 2021 until March 2022, our content strategy resulted in 30% increase in engagement, 86.3% increase in saves, 56.2% increase in post Interactions, 130.9% increase in shares, 150% increase in impressions, and 152% increase in reach.

Credits

Aseel Resort
Malak Shabayta
Aseel Resort
Ahmed Zaki
Graphic Designer
Safa Sinno
Aseel Resort
Eng Faisal Al-Rajhi
Head of Digital Communications
Gaelle Meouchy
Social Media Executive
Rawan Fawaz
Innovation Director, Co-Founder
Judy Maamari
Managing Director, Co-Founder
Sami Hmaidan
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