Capturing the Essence of a white sailboat in the water.

Capturing the Essence of an Emirate

Creating a Compelling Tourism Destination Brand


Part of the Ajman Government, the Ajman Tourism Development Department (ATDD) is responsible for growing the international profile of Ajman and increasing its visitor numbers. In the context of stiffer domestic and regional competition, Ajman was looking for new ways to forge deeper connections with its diverse audience.

Partnering with the ATDD management team and its stakeholders within the tourism industry, MBLM crafted a differentiated destination branding program for Ajman. To create an ownable force of attraction for the Emirate, we conducted extensive internal and external stakeholder interviews, on-site assessments and an in-depth review of the competitive landscape. Based on the findings, the Ajman brand essence was crafted around leveraging the softer assets (people’s hospitality, welcoming nature and authenticity) rather than to focus on its hard assets (infrastructure, programs and environment). The strategy was then translated into a modern and vibrant Ajman identity and design system.

MBLM went further to develop a series of initiatives that exemplify the essence and help connect visitors to Ajman. Ranging from marketing campaign ideas, internal programs and new tourism development concepts and experiences, our initiatives provided a road-map for the destination to credibly deliver on its value proposition.


The strategy and identity have been embraced by the ATDD and the larger program has been approved by His Highness Sheikh Ammar Bin Humaid Al Nuaimi, Crown Prince of Ajman and Chairman of Ajman Executive Council. The plan is currently in the process of being rolled out with key stakeholders and MBLM is continuing its work with the ATDD to develop a website and pursue other tourism initiatives.

A large sign with the word aiman on it.
A woman wearing a white t - shirt with the word mamia on it.
A woman is carrying a tote bag with a picture of grapes on it.

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