Diriyah Square / DGDA
Lead marketing services for the 180,000 sqm commercial heart of a 5km² giga-project, with 400 retail tenancies.
- Location
- Riyadh, Saudi Arabia
- Region
- Middle East
- Sector
- destinations retail
- Services
- Creative Studio, Branding & Identity · PR & Thought Leadership · Events & Exhibitions · Social & Digital · Leasing & Launch Marketing
The challenge
Diriyah Square sits within one of the most ambitious giga-projects in the world. Awareness, leasing momentum and global recognition all needed to be built in parallel.
Why it mattered commercially
A scheme of this scale and ambition needs to be understood by international tenants, partners and media long before the doors open.
What Innesco did
- Brand and identity work supporting the destination
- PR, events and social media programme aimed at awareness and leasing
- Senior stakeholder support across major international moments
- Cross-border narrative aligned to DGDA's wider giga-project ambition
Outcomes
The results.
- Distinct positioning as the 180,000 sqm commercial heart of the giga-project
- Awareness and engagement among international leasing and partner audiences
- Coordinated brand presence across owned, earned and event channels
Launch / repositionAccelerate leasingRaise profile
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