Genius Loci developed the brand strategy and Destination Story for the resort – ideally positioning the new property in the market – before designing the new brand and then rolling it out it across a plethora of operational and marketing collateral. All food & beverage brands were also created along with bespoke menu designs, custom signage and launch communication. We conceptualised the marketing strategy, targeting a pan-European and Middle Eastern audience, and developed a launch campaign leveraging the proximity to the larger cities of Dubai and Abu Dhabi – a quick getaway that feels a world away – and highlighting the fact that Miramar was the first and only Moroccan-styled luxury resort on the Eastern sunrise coast – promising a fresher experience to its competitors in the larger UAE cities to the West. Bespoke photography ensured that all collateral had a rich Moroccan look, while targeted copywriting clearly conveyed the particular unique aspect of the resort location on the sunrise coast of the UAE.