Makarem, the hotel brand Taiba owns, took its refreshed corporate identity to World Travel Market London and used the trade audience there to introduce the newly soft-opened Makarem Burj Al Madinah Hotel and Suites. The pitch was faith-inspired Saudi hospitality for pilgrims, aimed at international travel trade and media rather than at guests directly.
The brief
International travel trade and media, who book and recommend hotels for pilgrims visiting Madinah.
The idea
Makarem showed its refreshed identity at WTM London, using the stand to present Makarem Burj Al Madinah, a newly opened 374-room hotel a few minutes on foot from the Prophet's Mosque.
What to borrow
Unveiling a new identity alongside a freshly opened hotel gives the trade a physical example of what the rebrand promises.
