Aseel Resort

Aseel Resort: Staycations Are Here To Stay

Project Type
Digital Marketing

Location
Saudi Arabia

Industry
Hospitality

Project Link

Achievements
Silver Muse Creative Award for “Social Media: Travel & Tourism” Category

Challenge

Aseel Resort — derived from the Arabic word As:il meaning “Authentic” — is a luxury destination in Ad-Diriyah, a historic treasure and the birthplace of Saudi Arabia’s first royal dynasty. With villas featuring private gardens and pools, the resort is the go-to for intimate gatherings, staycations, and special occasions.

Despite its unique architecture and cultural heritage, Aseel’s digital presence was not conveying the true experience. Content lacked consistency, photography did not reflect the sophistication of the resort, and posts failed to engage the identified target audience. The challenge was to design a communication strategy that matched the prestige of Aseel Resort and appealed to modern, digitally savvy audiences.

Intervention

Blue Hat repositioned Aseel Resort online by crafting a communication and content strategy that blended luxury, culture, and heritage with a modern digital twist.

Cultural Storytelling: We emphasized Aseel’s essence of “bringing the outside historic elements inside.” Social content spotlighted design details like palm tree trunks transformed into chandeliers, the Arabic coffee pot dallah as a striking art installation, and Bedouin-inspired weavings reinterpreted in luxury décor.
Seasonal & Localized Themes: We aligned campaigns with seasonal moods and local cultural tastes:

Summer → cool tones for “poolside vibes.”
Winter → warm tones for cozy “staycations by the fire.”

Visual Excellence: We elevated content production through drone photography, timelapse videos, and human-centric storytelling that captured authentic guest experiences.
Engagement Tools: Stories, polls, GIFs, and interactive stickers created a two-way dialogue with followers and increased brand loyalty.
App Launch Campaign: We successfully designed and executed the campaign for Aseel’s new mobile app, introducing a seamless digital booking journey that further strengthened the brand’s modern positioning.
Event & Collaboration Coverage: Content regularly spotlighted Aseel’s collaborations, events, and updates, maintaining a sense of prestige and curiosity to drive bookings.

Results

Our strategy transformed Aseel Resort’s digital presence into a transportive experience that mirrors the essence of walking through Ad-Diriyah itself. Between November 2021 and March 2022, results included:

+30% increase in engagement
+86.3% increase in saves
+56.2% increase in post interactions
+130.9% increase in shares
+150% increase in impressions
+152% increase in reach

Aseel Resort is now positioned online as an authentic Saudi luxury escape, combining heritage with modern hospitality — and maintaining a fully booked calendar well in advance.