Accenture and its Droga5 creative shop handled the branding and marketing strategy for Qiddiya City, which is pitched as a one-of-a-kind entertainment designation.
Crown prince Mohammed bin Salman bin Abdulaziz on Dec. 7 unveiled plans for Qiddiya, which is projected to have a population of 600K people.
Located 40 miles from Riyadh, Qiddiya is projected to attract 48M visitors annually once construction is complete for its golf courses, motorsports racetrack, water park, Six Flags theme park, sports stadium and the world’s largest Olympic museum.
Qiddiya, a project of the Public Investment Fund, is part of the Saudi Vision 2030 to modernize the Kingdom’s economy.
Accenture received $2.8M for its branding work.
Its pact includes a “Saudization clause” that calls for Saudi nationals to staff 26 percent of “skilled” (consultants, managers) and “unskilled” (janitors, laborers) positions on the Qiddiya team.
Failure to meet the Saudization requirements could result in termination of Accenture’s contract.