MBLM, the Brand Intimacy Agency focused on building the ultimate brand relationships, announced the recent launch of a new destination identity for the Emirate of Ajman. Under the patronage of His Highness Sheikh Ammar bin Humaid Al Nuaimi, Crown Prince of Ajman and Chairman of the Ajman Executive Council, and in collaboration with the Ajman Tourism Development Department (ATDD), the new destination brand strategy, identity and marketing plan developed by MBLM reflect Ajman’s strategic vision to increase the tourism sector’s contribution to the emirate’s GDP and overall visitor numbers.
As it is the smallest of the seven emirates of the UAE in terms of area, it was critical to articulate a differentiated yet credible brand essence for Ajman. Avoiding the expected “everything for everyone” positioning, the “Sincerely Emirati” strategy instead was built around the warmth of the people of Ajman. MBLM also created a new identity and design system that positioned Ajman as a destination where visitors could experience modern Emirati hospitality.
“It was important to position Ajman in a manner consistent with the UAE’s overall vision while also articulating a competitive edge to drive tourism to our emirate,” noted Faisal Al Nuaimi, General Manager of ATDD. “MBLM showed great insight and understanding of Ajman’s cultural, political and economic ecosystem, and were instrumental in building consensus and buy-in around the new destination brand strategy with our diverse stakeholders.”
MBLM’s work also encompassed the formulation of a yearlong strategic marketing plan and initiatives that would create an elevated experience and memorable moments that deliver on the “Sincerely Emirati” brand positioning. “The marketing initiatives we’ve developed for Ajman Tourism Development Department are just as important as the creation of the new brand identity. For a destination brand to truly deliver, it requires the development and implementation of innovative programming, projects and experiences that exemplify its value proposition. ATDD’s willingness to take a holistic view of destination branding has been exemplary, and we look forward to seeing Ajman evolve its experiences in the coming months and years,” said Jae Hwang, Partner, MBLM.