The Cliff
A Luxurious Hidden Gem at the Proximity of Riyadh
Challenge
The Cliff is a resort located in Waseel, Riyadh with a spectacular view overlooking the desert. The resort has a tranquil vibe and guests usually frequent the place to escape and connect to nature in its rawest form. Even though it’s quite far from the city, it has all the luxurious elements including a pool, stylish villas, and impeccable customer service.
The Cliff commissioned Blue Hat to create their communication design strategy in order to strengthen brand awareness, engage with customers online, and later to boost weekday bookings.
Intervention
We began with an internal reflection with the client to understand the core brand DNA, and proceeded with the discovery phase where we researched trends and highlighted lessons learned from case studies.
After auditing their online presence, we defined the strategic aims. The objectives were establishing the brand’s social media presence by creating accounts with a unified design direction, building brand awareness, emphasizing unique selling points, attracting potential customers and creating engagement in a two-way conversation.
Results
We defined the target audience’s needs as such: they are looking for quality time with family and friends or secluded getaways with partners, and they value superior customer service. A portion of the audience were looking for fun road trip destinations, trendy places to hang out in, and although they valued self expression, they were quite private.
Then we proceeded to design their customer journey online to appropriately address them. We designed the anatomy and grid guideline for The Cliff to include inspirational elements from the moodboard and earthy tones. Our team of designers also defined the account’s color palette which consisted of 4 colors designating the sky, the rock, and the sand; elements revolving around The Cliff.
The content strategy we came up with was built on awareness and engagement. It included themes such as architectural landscape, unique corners, indulging moments, events coverage, collaborations, occasions, and more details about the ambiance, and Instagram stickers. We also defined the brand’s brand voice, moderation guidelines, publishing times, and editorial calendar.
To boost weekday bookings, we touched upon the brand tangibility in the latter notions to make certain that the target audience’s needs were answered through the offerings and the environment. We recommended considering add-ons to current offerings, like creating themes specifically tailored to portions of The Cliff’s target audience; couples, freelancers, people who want to celebrate an occasion, and people who are looking for a chill, fun night like game night. For couples, we suggested creating the romantic ambiance for them as an added value for a couple’s pre-planned getaway, in the form of personalization like greeting messages with handwritten font, baskets of goodies such as facial masks and gourmet chocolate, romantic dinner options, and more.
Freelancers were also part of the targeted personas, and since The Cliff is a private villa, it can be a space that they rent during the week to complete their projects: meetings, photoshoots, yoga classes, etc... We recommended offering them the perfect work space while providing stationary, projectors, and allocated spaces for hosting creative workshops and more. For people looking to host celebrations we recommended they prep the space so that it’s easy for them to just book - getting items such as speakers, extra tables and chairs, and whatever else they could need. For game nights, we recommended they make the space comfortable by adding chill seating, board games, a popcorn machine, barbecue kits, and more.
As a result, The Cliff is almost always fully booked and reservations must be made well in advance.
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