Case Study
How a Travel Major Turned Its Traditional Camel Race Into a Cultural Fest
Industry
Travel & Tourism
Solution
Qualitative Deep-Dive Solution, Idea And Concept Testing, Customized Ad-hoc Strategic Studies
Market
UAE, KSA
Business Problem
Camel racing has been a rich and integral part of travel and adventure tourism in the Middle East and today with the evolving aspirations of the ever growing tourist mix, a major travel and tourism brand found itself caught in crossroads to come with a strong value proposition.
What & How We Did It
- We conducted five focus group discussions with dedicated camel sports enthusiasts to brainstorm ideas for desired facilities and features that could make camel racing into a prominent attraction
- Thirty passionate camel sports enthusiasts were invited to participate in a virtual meeting, facilitated by Borderless Access’ online panel, lasting up to 60 minutes
- We also looked at 35 potential and existing activities that could be bundled together
Key Insights
We realized that a winning camel racing proposition needs to be constructed preserving the cultural purity, showcasing contestants the desert-inspired, nomadic traits while mixing the modern aspect. We worked with the company to bring out the festivity aspect, which resonated across ethnicities.
Client Impact
The travel company transformed the proposition and positioning of the camel racing event which was earlier more like a race was now a festival holding on to its cultural roots while offering the experience of modernity. We helped identify the key drivers necessary and worked with the company to develop a business proposition to boost significant footfall and engagement.
