Atum Cove

Destination brand creation beside the Rea Sea

CADS International approached ABA to build the brand for their fantastic 5 star luxury resort opportunity on the Red Sea. This involved a rigorous process of research and development around destination branding. ABA led the strategy team working with the client, PR partners Wix Hill and the property consultants responsible for marketing the resort. The process involved a brand piece looking at people attitudes to Middle East and North Africa tourism and resulted in firm direction being taken on 'authenticity' as the key brand essence.

After a research trip to the region our brand team set to creating the new brand. Inspired by the remote beauty of the setting, the modern and authentic approach was implemented. The brand had to work at mutiple levels, appeal to the wealthy Russian and Arab audience, as well as reaching into Europe and across to the US. It also had to attract to families and an older audience that would purchase apartments as a desitnation with sun, diving and a rich culture.

ABA created appropriate communications for a high value investor launch on and offline. A brand story was created in keeping with Egyptian history and name of the resort. Pan European brand guidelines were also created for the resort property investor launch.