Case Study 01 — Red Sea Global

A multi-account, multi-campaign engagement that put Saudi Arabia’s newest luxury coastline on the global travel map.

Client: Red Sea Global · Beautiful Destinations

Sector: Destination Marketing · Luxury Travel

Market: Saudi Arabia · UAE · Global rollout

Role: Account / Project Director

Accounts Led: @visitredsea ($3M) · @experienceredsea · @amaala

Production Partner: Beautiful Destinations

A collage of three images: the first shows a man hiking up a rocky desert trail during sunset with a group of hikers; the second is an aerial view of a curved blue lagoon with a line of structures along the shoreline; the third depicts a person on a large rock in a desert landscape with mountains in the background at sunrise.

The Engagement

Red Sea Global is one of the most ambitious tourism developments ever attempted — an archipelago of ultra-luxury resorts on Saudi Arabia’s west coast and a flagship pillar of the Vision 2030 agenda. The brand needed a content and partnership operation that could match the scale of the build, build awareness from a near-zero base, and convert that awareness into commercial outcomes for the resort partners on the ground.

I led the engagement as Account Director, embedded inside the partnership between Red Sea Global and Beautiful Destinations. The scope spanned three social accounts, multiple campaigns, four production shoots and a new-business RFP win for an entirely separate destination, AMAALA.

Accounts Led

@visitredsea — The Master Destination Account

Led the $3M @visitredsea account on behalf of Red Sea Global — the master channel for the destination brand. Owned the strategy, content calendar and creator-led production model, and secured an additional $1M of out-of-scope work over the engagement.

@experienceredsea — Adventure Sports Experience

Led @experienceredsea on behalf of Beautiful Destinations as the editorial and discovery-led counterpart to the master brand channel. Drove a 17.5% audience growth in a single year through a structured creator and content programme.

@amaala — New ultra-luxury destination

Led the RFP process for AMAALA, the new ultra-luxury destination on Saudi Arabia’s north-western coast. Secured a $230K content production contract for organic social, completed in February 2024 — establishing the visual codes and content rhythm for the brand’s public launch.

Campaigns

“Be The First” — at The Red Sea, Q4 2024

Positioned guests as the first travellers ever to experience Marriott’s newly opened resorts at The Red Sea — turning a destination opening moment into a commercial booking driver.

 

1.37B

Impressions

153M

Video Views

10.4M

Engagements

 

The campaign delivered sold-out resort bookings for Marriott Resorts at The Red Sea in Q4 2024 — converting cinematic content into measurable commercial outcomes for the on-property partners.

“We’ve Saved A Place For You” — Integrated Brand Campaign

A full-funnel travel campaign with Beautiful Destinations, built to turn awareness into bookings across digital, social and OOH in Saudi Arabia and the UAE.

We engineered the production as a modular asset factory. Every piece of content was formatted for performance: vertical short-form for Meta, TikTok and Snapchat; premium cuts for YouTube and LinkedIn; display-optimised assets for programmatic and OOH.

The creative strategy ran three parallel tracks — hero content to inspire, occasion-based moments for relevance, and offer-led assets to convert. Our creator-led approach captured the Red Sea’s beauty while maintaining brand consistency across every channel.

 

99%

Video Completion on YouTube & Snap

177%

Lead Conversion Lift vs. Baseline

128%

Session Conversion Rate on Snap

 

Pinterest added strong lower-funnel volume at low cost, while LinkedIn delivered premium reach and quality leads. Facebook and Instagram provided scale and engagement, creating a balanced mix of awareness, conversion and brand lift across global markets.

Production

Delivered four large-scale social content shoots across the engagement, each producing modular asset libraries that fed both paid and organic activity for months on end — the foundation of a true always-on operation rather than a series of one-off pushes.

My Role

I owned the relationship between Red Sea Global, Beautiful Destinations and the on-property partners — the single point of accountability across strategy, creative, production and commercial growth. My remit covered:

  • Account leadership across @visitredsea, @experienceredsea and @amaala — strategy, calendar, creative oversight and stakeholder management.

  • Commercial growth — securing $1M of out-of-scope work on the @visitredsea account and winning the AMAALA RFP.

  • Production oversight — four social shoots across resort properties, with multi-platform asset deliverables.

  • Campaign direction — “Be The First” and “We’ve Saved A Place For You,” from creative brief through to media rollout and reporting.

  • Multi-stakeholder navigation — Red Sea Global brand and digital teams, Beautiful Destinations production, Marriott on-property teams, AMAALA brand leadership.

Impact

The engagement established Red Sea Global as one of the Middle East’s most forward-thinking destination brands, and proved that disciplined account leadership inside a creator-led production model can deliver against very different briefs at the same time — brand-building on @experienceredsea, sold-out commercial outcomes for Marriott in Q4 2024, and a clean new-business win for AMAALA.

The work positioned Saudi Arabia’s west coast in the same conversation as the Maldives, Seychelles and the Caribbean, and gave the client an asset bank, content rhythm and partnership model that continues to scale.

In the Client’s Words

“Rush was the kind of teammate you could always count on — consistently available, dependable, and genuinely invested in adding value. Calm, collaborative, and calm under pressure.”

— Elias Saroufim, Director Paid Media, Red Sea Global