AMAALA Yacht Club
Bringing AMAALA Yacht Club to market, combining commercial partnerships, communications, content and events to establish a new destination on the Red Sea.
Launching a Yacht Club Like No Other
Located within AMAALA, Red Sea Global's year-round luxury wellness destination and one of Saudi Arabia's flagship Public Investment Fund (PIF) giga-projects, AMAALA Yacht Club forms part of an ambitious new destination redefining luxury tourism through regenerative development and world-class hospitality.
The Brief
AMAALA Yacht Club appointed Mongoose as its lead marketing and commercial agency, with a brief to bring the club to market and establish it as the home of winter yachting.
The Commercial Proposition
We developed the club's first-ever commercial partnership strategy, identifying priority categories and organisations with the potential to add genuine value to the member experience and wider destination. Since then, our team has led outreach and negotiations with prospective partners, creating opportunities that go beyond traditional sponsorship to build long-term relationships with the club and its members.
Building a Global Profile
Ahead of opening, our focus has been on building awareness and relevance among the club’s target audiences. We have created an integrated marketing programme spanning PR and communications, content, website and organic and paid social media, building a consistent narrative around the club, its people and its sporting ambitions and the wider Red Sea destination.
Introducing the Yachting Community
To build awareness and strengthen relationships with reciprocal clubs, we took AMAALA Yacht Club to some of the biggest events on the international yachting calendar. From Monaco Yacht Show and Monaco Classic Week to the Giorgio Armani Superyacht Regatta and the Cyclades Cup, we identified key moments for the club to engage yacht owners, prospective members and potential partners.
Our Work So Far
Our work has helped to establish AMAALA Yacht Club’s presence within the international yachting community and introduce the club to prospective members and partners around the world. Through our integrated commercial, marketing and events programme, we have begun to turn a previously unknown proposition into a visible new name.