The Red Sea
How we turned a destination brand into a standing invitation for the world’s most discerning travellers
When brand reserves paradise just for you
When brand reserves paradise just for you
Six years after announcing itself as a regenerative tourism pioneer, The Red Sea was ready to move from "be the first" to "be a part of it." The brief was clear: shift from a milestone-driven launch mindset to a living brand that feels warm, human, and ready to welcome guests today.
Freedom partnered with Red Sea Global, Beautiful Destinations, and Starcom to create We’ve Saved a Place for You, a brand platform and campaign that reframes luxury as personal connection, rooted in genuine Saudi hospitality.
Six years after announcing itself as a regenerative tourism pioneer, The Red Sea was ready to move from "be the first" to "be a part of it." The brief was clear: shift from a milestone-driven launch mindset to a living brand that feels warm, human, and ready to welcome guests today.
Freedom partnered with Red Sea Global, Beautiful Destinations, and Starcom to create We’ve Saved a Place for You, a brand platform and campaign that reframes luxury as personal connection, rooted in genuine Saudi hospitality.
Six years after announcing itself as a regenerative tourism pioneer, The Red Sea was ready to move from "be the first" to "be a part of it." The brief was clear: shift from a milestone-driven launch mindset to a living brand that feels warm, human, and ready to welcome guests today.
Freedom partnered with Red Sea Global, Beautiful Destinations, and Starcom to create We’ve Saved a Place for You, a brand platform and campaign that reframes luxury as personal connection, rooted in genuine Saudi hospitality.
Brand Storytelling
Brand Storytelling
Brand Storytelling
THE MARKET SHIFT
THE MARKET SHIFT
Purposeful luxury is now the baseline
Post-pandemic, high-net-worth travellers want sustainability, privacy, and meaning in equal measure. At the same time, new giga-projects across the Gulf are competing for attention, while Indian Ocean resorts are doubling down on exclusivity. The Red Sea needed an authentic story that could cut through the noise and position the destination as the natural home of regenerative, culturally rich travel.
Post-pandemic, high-net-worth travellers want sustainability, privacy, and meaning in equal measure. At the same time, new giga-projects across the Gulf are competing for attention, while Indian Ocean resorts are doubling down on exclusivity. The Red Sea needed an authentic story that could cut through the noise and position the destination as the natural home of regenerative, culturally rich travel.
THE PROCESS
THE PROCESS
Building a platform from insight to invitation
Freedom led the development of the strategic brand platform through a highly collaborative, insight-driven process involving:
Discovery immersions with Red Sea Global
Deep-dive into hafawa culture — the uniquely Saudi art of wholehearted welcome
Co-creation workshops to define brand pillars and guest journeys
This process crystallised three core human truths that became the backbone of the brand: people crave untouched nature, are drawn to places with soul, and expect luxury to live around them, not the other way around.
Freedom led the development of the strategic brand platform through a highly collaborative, insight-driven process involving:
Discovery immersions with Red Sea Global
Deep-dive into hafawa culture — the uniquely Saudi art of wholehearted welcome
Co-creation workshops to define brand pillars and guest journeys
This process crystallised three core human truths that became the backbone of the brand: people crave untouched nature, are drawn to places with soul, and expect luxury to live around them, not the other way around.
BRAND PLATFORM STRATEGY
BRAND PLATFORM STRATEGY
From destination brand to personal promise
Freedom distilled the destination’s brand strategy into three pillars that speak to place, pulse, and people: Reserved Paradise, Boundless Spirit, Tailored Luxury. Together, they form a single brand promise — We’ve Saved a Place for You — that turns a vast archipelago into an intimate welcome.
Freedom distilled the destination’s brand strategy into three pillars that speak to place, pulse, and people: Reserved Paradise, Boundless Spirit, Tailored Luxury. Together, they form a single brand promise — We’ve Saved a Place for You — that turns a vast archipelago into an intimate welcome.
To bring this to life, we created a brand manifesto that captured the emotional core of the platform, supported by a messaging matrix and detailed brand guidelines, the platform brought consistency across every channel, audience, and activation. This strategic foundation became the springboard for every campaign touchpoint, from voice to visuals.
It all came together in the hero film, shot across the destination’s islands, dunes, and mountains. A cinematic expression of the brand, the film captured the emotional shift from untouched to experienced.
An open invitation, made personal.
More than a platform, it was a point of view built as a living brand idea. One designed to evolve as the destination does.
To bring this to life, we created a brand manifesto that captured the emotional core of the platform, supported by a messaging matrix and detailed brand guidelines, the platform brought consistency across every channel, audience, and activation. This strategic foundation became the springboard for every campaign touchpoint, from voice to visuals.
It all came together in the hero film, shot across the destination’s islands, dunes, and mountains. A cinematic expression of the brand, the film captured the emotional shift from untouched to experienced.
An open invitation, made personal.
More than a platform, it was a point of view built as a living brand idea. One designed to evolve as the destination does.
THE OUTCOME
THE OUTCOME
Early signals of a place the world wants to experience
74M impressions and 11.2M video completions in the first six weeks, with 32% from UHNW lookalike audiences
3× uplift in branded search for "Visit Red Sea" vs. the previous period
+18% unaided awareness among GCC luxury travellers (YouGov)
4,300+ provisional bookings pre-opening, with an average stay of 6.4 nights
97% positive social sentiment, driven by themes of authenticity and sustainability
The numbers confirm the narrative: The Red Sea is no longer just a project to watch; it’s a living invitation that resonates deeply with travellers seeking purpose, privacy, and beauty.
But more than that, it’s proof that when you lead with warmth, culture, and care, people don’t just visit, they belong.
Exactly the place we saved for them.
74M impressions and 11.2M video completions in the first six weeks, with 32% from UHNW lookalike audiences
3× uplift in branded search for "Visit Red Sea" vs. the previous period
+18% unaided awareness among GCC luxury travellers (YouGov)
4,300+ provisional bookings pre-opening, with an average stay of 6.4 nights
97% positive social sentiment, driven by themes of authenticity and sustainability
The numbers confirm the narrative: The Red Sea is no longer just a project to watch; it’s a living invitation that resonates deeply with travellers seeking purpose, privacy, and beauty.
But more than that, it’s proof that when you lead with warmth, culture, and care, people don’t just visit, they belong.
Exactly the place we saved for them.