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Responsible Development

 

Introduction:

To change the dominant impression among SCTA's targeted audience, the campaign of ‘institutional communication' comes under a new slogan, "Responsible Development" introducing SCTA's achievements in the development of a sector that has new and important economic dimensions.

The institutional campaign of SCTA, under its new theme, "Responsible Development", is aimed primarily at identifying the efforts of its partners in this industry, highlighting the main areas of cooperation that have been reached through them, and shedding light on the most significant achievements of SCTA during the past 10 years of its journey.

The campaign aims to introduce a new mindset in an attempt to address the old misunderstanding of SCTA's role, i.e. its mission to develop tourism in the Kingdom and to highlight its achievements. This has required SCTA to launch an integrated media campaign to bridge this gap between the prevailing perceptions on SCTA and its actual accomplishments, through a major campaign under a new slogan "Responsible Development", which would highlight the concept of responsible development through SCTA's achievements on the ground.


Background:

Implementation of institutional communication aims to introduce the achievements of economic dimension of SCTA in its ongoing efforts to change the two prevailing impressions among its audience, these are:

1.    There is a belief that SCTA does not communicate properly with its target audience to introduce them to its goals and achievements.

2.    There is an impression in the SCTA's internal audience that the Commission has achieved nothing on the ground.


Objectives: 
 

      To commend the efforts of partners in the tourism industry, and highlight the most important areas of cooperation that were reached with them.

      To highlight SCTA’s achievements through the new logo, "Responsible Development" and change the erroneous impression prevailing among the target audience.                                                        

 


Last update: 2/18/2012 2:53 PM