Out-of-the-box branding in tourism

This bespoke shade, developed in collaboration with the Pantone Color Institute, draws on the warm ochre tones of Diriyah’s Unesco-protected Najdi architecture (mudbrick walls), creating an instantly recognisable signature that points to heritage and authenticity. 

 

But it’s not just a colour: it’s a strategic tool that stitches together every touchpoint for the destination, from merchandise and architecture to digital campaigns, shaping how the world remembers the city. Visitors can even take a piece of the destination home, on bags, apparel and ceramics, each item serving as a tangible reminder of place and story.

 

As Jerry Inzerillo, Group CEO of Diriyah Company, explains: “We wanted something that wasn’t just beautiful, but immediately resonant with Diriyah’s heritage. Diriyah Tan is more than a colour — it’s the essence of a place, a visual link between our past and our vision for the future.”

 

It’s little wonder, then, that this blend of cultural authenticity and innovative branding has earned Diriyah a place among Time’s 100 Most Influential Companies for 2025. 

The move has sparked a wider trend, with iconic destinations beyond the Middle East taking note. Mandarin Oriental has since introduced its own Pantone-accredited shade, becoming the first global hotel group to have a bespoke Pantone colour.

 

Drawing inspiration from ancient Asian ceramic arts, Celadon Green is a subtle yet distinctive hue that now shapes the luxury brand’s visual identity, reinforcing its values of elegance and cultural reverence from lobby interiors to branded keepsakes. 

 

According to Alex Schellenberger, Chief Brand Officer of Mandarin Oriental, this collaboration with Pantone “bridges our storied heritage with a modern sensibility, offering a coherent and compelling identity that connects every touchpoint of the guest journey.”

 

The first of these touchpoints are two curated spaces: an exclusive suite – The Pantone Celadon Suite at Mandarin Oriental Hyde Park in London, designed by Uchronia – and the Celadon Treatment Suite at The Spa at Mandarin Oriental in Boston, which show how a single colour can be “transformed into an immersive experience, weaving together our heritage with contemporary artistry,” added Schellenberger.

 

Sound: Musical Marketing

Destinations and travel brands are now also harnessing the emotional power of sound to set themselves apart, recognising that music can linger in memory and shape how we recall and share our experiences.

 

Dubai Tourism is embracing this shift by weaving a dedicated musical signature into its already vibrant destination branding. The city’s new theme tune, ‘Ya Salam Ya Dubai,’ performed by renowned Saudi-Bahraini artist Rashed Almajid, now threads through marketing campaigns, events and every stage of the visitor journey.

 

The aim, according to Dubai Tourism, is to not only build recognition but also evoke a sense of belonging and nostalgia, creating deeper emotional touchpoints with travellers.

 

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This growing emphasis on sound is echoed across the region. Saudi Arabia recently enlisted Oscar-winning composer Hans Zimmer to reimagine its national anthem, enriching it with fresh instrumentation to reflect the kingdom’s evolving story. 

 

Qatar Airways, too, has turned to Zimmer to create a bespoke sonic identity for the airline. Zimmer’s composition is crafted to evoke the wonder of travel and narrate Qatar Airways’ story through music, creating a signature soundscape that accompanies passengers at every stage of their journey—from pre-flight to onboard experiences.

 

Hans Zimmer has partnered with Qatar Airways on an exclusive musical score

 

Scent: Essential Notes 

This sensory experimentation doesn’t stop at sound. Scent is fast becoming a hallmark of destination marketing, with hotels and resorts, both in the Gulf and globally, commissioning custom fragrances that add a layer of storytelling and stay with guests long after check-out. 

 

In Dubai, Jumeirah Burj Al Arab’s ‘Arabian Breeze’ blends saffron, bergamot and oud, capturing the hotel’s opulent identity from the moment guests arrive, while The Lana, Dorchester Collection uses a fresh citrus-floral aroma with jasmine and sea salt to reflect its waterfront setting. 

 

In Saudi Arabia, signature oud and bakhour notes are common in luxury properties, evoking Saudi traditions and providing an instant sense of place.  These bespoke scents are more than background, they shape first impressions, inspire emotional connections and reinforce brand stories.

 

Some, like those at Address Hotels + Resorts and Mandarin Oriental, are even bottled for guests as keepsakes, turning a fleeting scent encountered in a lobby into a lasting memory associated with the property.

 

Some, like those at Address Hotels + Resorts and Mandarin Oriental, are even bottled for guests as keepsakes, turning a fleeting scent encountered in a lobby into a lasting memory associated with the property. 

 

This new wave of sensory branding means that destinations aren’t just seen or heard, but genuinely experienced. By tapping into emotions and memory across every touchpoint, travel brands are crafting identities that stand out in a crowded market and stay with visitors long after they’ve left.

 

For more information, visit diriyah.sa and mandarinoriental.com