Masarra
From the wonder of Abu Dhabi
to the world
“Dragoman embraced the time challenge and our developing business plan to deliver a brand our team is very excited to promote across the globe to grow tourism in Abu Dhabi.”
Asif Parker
THE CHALLENGE
Miral, the creators of the awe-inspiring experiences in Abu Dhabi, like Yas Waterworld, Ferrari World, WarnerBros. and Sea World sought to develop a destination management company (DMC) to elevate the tourism experience for travelers to Abu Dhabi and the UAE.
HOW WE WORKED
The goal was to soft launch the brand at WTM in November 2024, which gave us 8 weeks to deliver the brand. We worked intimately with Asif Parker (General manager) and his newly formed team, to develop the brand. We formed a very close working relationship exploring and testing new ideas as the business plan was unfolding. We also set up a global community of travelers to provide real-time feedback on the brand as we developed it.
THE SOLUTION
DMCs often focus their brand on the role they play with travel operators and position themselves on their functional attributes. We recommended we define our brand purpose on the role we play in helping travelers fulfill their travel experiences.
Purpose:
Delight people in the wonder of our world
Promise:
Savour the world
We then created an ownable name in Masarra that originates from the word for delight and happiness in Arabic but with a unique spelling for ownership.
Our identity combines the local flavor of Abu Dhabi with the opening of the window to the world. We combined with our GenPlus group partners and their PR agency to soft launch the brand at WTM and develop the comms for the brand as it goes to market to sign up its partners.
OUR DELIVERABLES
- Brand Positioning
- Name, Identity, Visual system
- Guidelines
- Video
- Communication
THE RESULTS
Masarra is successfully signing up global travel operators and local travel providers to curate and deliver authentic and extraordinary experiences for their Abu Dhabi visitors.