Activities
- Rebranding
- Environmental Branding
- Branding Guideline
- Advertising
- Photography and Videography
- Video Production
- Social Media Management
- Social Listening
Year
Establishing a Legacy: The Jockey Club of Saudi Arabia
The Jockey Club of Saudi Arabia (JCSA), founded in 1965 in Riyadh, is a leader in horse racing across the Kingdom. Partnering with Perpetual Agency, a top advertising agency in Saudi Arabia, JCSA strengthened its brand through our branding company and corporate video company services, boosting its global presence.
Its mission is to build a world-class horse racing industry that positively impacts Saudi Arabia’s sporting, cultural, and economic sectors.
Additionally, the Jockey Club of Saudi Arabia aims to elevate the Kingdom presence on the international stage, ensuring its participation in prestigious global racing events.
Client’s Challenges
Client Challenges: Racing Seasons and Global Significance
The Jockey Club of Saudi Arabia hosts two major racing seasons annually. The Riyadh Racing Season runs from October to March and features The Saudi Cup, one of the most important events in the international racing calendar.
Meanwhile, the Ta’if Season holds both domestic and international importance.
Notably, it is the only venue in the GCC region that operates during the summer months, thanks to its unique location. Thus, the Jockey Club of Saudi Arabia required a comprehensive branding and advertising strategy to promote these events effectively.
Our Strategic Approach
Rebranding the Jockey Club of Saudi Arabia: A Strategic Partnership
In 2022, the Jockey Club of Saudi Arabia embarked on a journey to refresh its brand identity. The previous logo had been in place since the founding of The Equestrian Club of Riyadh four decades ago. However, as the JCSA expanded its global influence, a new identity became essential.
This updated brand had to resonate with domestic stakeholders, including the Kingdom’s leadership and the local racing industry, while also appealing to global audiences.
Our role as a branding company and advertising agency in Saudi Arabia was to ensure the new identity reflected both the royal and traditional legacy of the Jockey Club of Saudi Arabia and its modern, international ambitions.
The Branding Process: Research, Strategy, and Advertising
As a leading branding company, we began with a comprehensive audit of the existing brand. This research allowed us to identify the brand’s strengths and areas for improvement.
Additionally, we analyzed competitors and global benchmarks in the racing industry to ensure the new brand stood out. Following this, we conducted an in-depth brand workshop, engaging key stakeholders to uncover the core essence of the brand.
Based on these insights, we developed a strong brand strategy that laid the foundation for both the creative and advertising process.
Our experience as a top advertising agency in Saudi Arabia ensured that the strategy would meet both domestic and international needs.
Curating the New Identity
With the Jockey Club of Saudi Arabia long-standing connection to its traditional brand identity, we curated several new design options that carefully incorporated important elements.
After multiple review sessions and feedback from stakeholders, the final identity was approved. Ultimately, this new identity blends the traditional and royal aspects of the Jockey Club of Saudi Arabia with a modern appeal, positioning it as a key player on the international horse racing stage.
Services Provided: Advertising, Social Media, and Corporate Video Production
In addition to branding, our team provided a comprehensive range of services to promote the new identity. As a leading advertising agency in Saudi Arabia, we managed the rollout of the new branding across multiple platforms.
Furthermore, our social media strategy helped the Jockey Club of Saudi Arabia engage both local and global audiences, ensuring a strong digital presence.
Moreover, our role as a corporate video company allowed us to produce high-quality videos that showcased the elegance and grandeur of the Jockey Club of Saudi Arabia.
These videos, paired with professional photography, were prominently featured across social media and the official JCSA website, further enhancing the brand’s visibility.
As a corporate video company, we worked meticulously to craft videos that not only captured the essence of horse racing but also emphasized the royal and luxurious experience provided by the Jockey Club of Saudi Arabia.
The production quality reflected the club high standards, making the videos ideal for both domestic and international promotion.
Our work as a corporate video company played a pivotal role in presenting the JCSA to global audiences, reinforcing its identity and attracting racing enthusiasts worldwide.
Results
Results: Brand Rollout and Environmental Branding
Once the new identity was approved, we moved forward with the brand rollout. This included environmental branding for the King Abdulaziz Racetrack in preparation for the Riyadh Racing Season.
As a top branding company, we carefully analyzed the venue layout and developed a detailed branding plan.
This plan included arches, flags, banners, and other branded elements, all proudly displaying the new identity of the Jockey Club of Saudi Arabia.
Consequently, the JCSA identity was seamlessly integrated into every aspect of the event, creating a cohesive and engaging experience for attendees.
Positive Reception and Future Impact of the Jockey Club of Saudi Arabia’s Branding
The new brand identity for the Jockey Club of Saudi Arabia was well-received by stakeholders and team members alike. Since its launch, the identity has been consistently used across all marketing materials during the Riyadh Racing Season, both online and offline.
The updated branding successfully balanced the club traditional heritage with its goal of becoming a global leader in horse racing.
As a result, the Jockey Club of Saudi Arabia has strengthened its presence in the international racing community, thanks to the collaborative efforts of a branding company and corporate video company that understood the brand’s unique needs.
Conclusion: The Success of the Jockey Club of Saudi Arabia’s Branding and Marketing Efforts
In conclusion, the partnership between the Jockey Club of Saudi Arabia and Perpetual Agency resulted in a successful brand transformation.
As a leading advertising agency in Saudi Arabia and branding company, we were able to refresh the JCSA identity and enhance its standing on the global stage. Additionally, our expertise as a corporate video company and social media specialists enabled the JCSA to effectively promote its key events and engage with a broader audience.
Ultimately, this collaboration positioned the Jockey Club of Saudi Arabia for continued success in the global horse racing industry, while preserving its royal and traditional Saudi Arabian roots.
To see more of the branding projects we’ve delivered, click here.
Services Delivered
Project Management, Audit & Research, Brand Workshop, Brand Strategy, Brand Identity, Brand Rollout, Environmental Branding, Brand Guidelines, Brand Toolkit, Media Test
