Camel racing has been a rich and integral part of travel and adventure tourism in the Middle East and today with the evolving aspirations of the ever growing tourist mix, a major travel and tourism brand found itself caught in crossroads to come with a strong value proposition.
We realized that a winning camel racing proposition needs to be constructed preserving the cultural purity, showcasing contestants the desert-inspired, nomadic traits while mixing the modern aspect. We worked with the company to bring out the festivity aspect, which resonated across ethnicities.
The travel company transformed the proposition and positioning of the camel racing event which was earlier more like a race was now a festival holding on to its cultural roots while offering the experience of modernity. We helped identify the key drivers necessary and worked with the company to develop a business proposition to boost significant footfall and engagement.
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