Shurooq – Sharjah Investment and Development Authority
Turning Mleiha into an irresistible tourist destination
Client:
Shurooq – Sharjah Investment and Development Authority
Challenge:
Attracting the right target audience to Mleiha archaeological site
Result:
An ever increasing amount of visitors
A 5.0 customer rating on Tripadvisor
TripAdvisor Travelers’ Choice Winner 2023 – sixth year running
Awards:
Awarded Bronze in the category ‘Best visual identity from the sports, travel, leisure and tourism sector’ and in the category ‘Best place or nation brand’ Transform Awards MENA.
Turning Mleiha into an irresistible tourist destination
During the last forty years the area around Mleiha in the Central Region of the Emirate of Sharjah has achieved a most important role for the archaeology and early history of the local region and for Arabia (as a whole). Even though the discoveries are of huge importance, no-one had ever heard of the site. Shurooq approached Skyne to support them to develop a brand strategy and brand identity to attract the right target audience to the archaeological site.
FROM INSIGHTS TO STRATEGY
Branding an experience that is still covered under the sand
In the first steps of the process Skyne developed the strategy, the proposition, and a clear principle ‘Discover something new every time’ which guides all designs, behaviors and decisions when creating the brand experience. This guiding principle is based on the target audience’s behaviour and the fact that the excavation of the archaeological site is a continuous process; in fact, 80 percent of the archaeological findings is still covered under the sand. The changing nature of the site makes Mleiha the must-see destination in the UAE that makes everyone want to come back for more.
The must-see destination in the UAE that makes everyone want to come back for more.
Mleiha has been announced one of the most important tourist and archaeological projects in the UAE, and the largest of its kind.
FROM STRATEGY TO DESIGN
Translating ‘Discover something new every time’ into a brand identity
Since most of the archaeological findings are still to be discovered, we decided to create a visual style with hidden parts. What is not in plain sight triggers our natural curiosity; if we keep looking, our imagination will take us there. Or, to put it in other words: discover something new every time. The brand identity, including collaterals and guidelines, was further implemented in communication tools such as the website, signage & wayfinding and a corporate movie.
“Skyne was most definitely a good choice for us at Shurooq, to help establish our new brand and achieve quality positioning.”
– Ahmed Alqaseer – CEO Shurooq
On 28th of January 2016 his Highness Sheikh Dr. Sultan bin Mohammad Al Qasimi, Ruler of Sharjah, revealed the new Mleiha Archaeological Center. The number of visitors to the center and the archaeological sites is now steadily increasing and Mleiha has been announced one of the most important tourist and archaeological projects in the UAE. The site is now number one on the list of ‘things to do in Sharjah’ and customers rate the experience with a 5 out of 5 (Tripadvisor, April 2019). In 2023, it was again named TripAdvisor Traveler’s Choice Winner – for the sixth (!) year running.
The strategy, identity and proposition helped Shurooq connect all different archaeological sites, an ecological park, the visitor center and the local hospitality under the umbrella of one brand.
How we helped Shurooq attract tourists to Mleiha
Research & Analysis
Market scan
Target audience research
Stakeholder research
Customer journey mapping
Brand opportunities
Strategy & Story
Brand strategy
Brand positioning
Brand story
Central message
Guiding principle
Concept & Design
Brand identity design
Brand collateral design
Communication tools design
Signage & wayfinding
Website design
Corporate movie
Brand guidelines
Implementation & Activation
Project management
Collateral and signage production
Website development
Mleiha was again named TripAdvisor Traveler’s Choice Winner 2023 – for the sixth year running. Next to, being number one on the list of ‘things to do in Sharjah’ and customers rate the experience with a 5 out of 5.
– TripAdvisor, April 2019 & Sept 2023