Brand strategy for Wynn Al Marjan, Ras Al Khaimah, UAE — the first Wynn resort in the Middle East and the first resort in the UAE to include gaming; the project that is putting Ras Al Khaimah on the global map as a leading leisure and entertainment destination. The work covered the brand foundation, essence, pillars, positioning and messaging.

The challenge was to bring Wynn’s particular essence of luxury, glamour and fun into a new regional context: to break the stereotype of Las Vegas-style frivolity, and, in a region where gaming still carries negative associations, to introduce it as one tasteful, elevated experience among many.

The strategy was built around a sophisticated idea of what it means to play and have fun. It fuses signature Wynn with the art, culture and heritage of the region, so the resort is at once international and undisputedly of its place. Luxury is redefined as intimate grandeur and experiential opulence, rather than scale and spectacle.

The objective was to establish Wynn Al Marjan as a new benchmark for excellence in the region, and a different kind of playground, for a cosmopolitan audience from the Gulf, India, Russia and the CIS, and Europe.