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XCS-05 · Entertainment & Tourism
Qiddiya City - Six Flags
How do you market what no one’s ever bought?
Six Flags Qiddiya City is an ambitious and groundbreaking theme park project in Saudi Arabia, aimed at leading the revolutionising of entertainment and tourism in the Kingdom.
Qiddiya City is a major giga-project under Saudi Arabia’s Vision 2030 initiative. Positioned just outside Riyadh, it's being developed as the Kingdom’s capital of entertainment, sports, and culture. Spanning over 360 square kilometers, Qiddiya City will feature world-class attractions, residential zones, retail, hospitality, and venues for global sporting events, aiming to become a top-tier destination for residents, tourists, and investors alike. It’s designed as a smart city that blends leisure, lifestyle, and innovation.
Fun fact - 40% of Saudis have never been to a theme park before
Theme parks are a new to country entertainment experience and the local citizenry are not entirely familiar with the product category and the experience.
How do you buy something that you have never bought before, especially for families.
Design a mega project experience that elevates the Six Flags brand, captures the imagination of the local market and builds heightened anticipation and sales pre opening.
Services:
01 – Be flexible, be collaborative.
Qiddya City is a startup. Embrace the chaos, the changing deadlines, the undefined and ever evolving scope.
02 – Assume your customer has never been to a theme park
How might we leverage the website to provide the perfect set up for a day at the park(s) and design the mobile app to be the perfect companion
03 – Create Anticipation
The biggest, the tallest, the fastest…Phase the rollout and get 50% of the gate sold pre opening.
04 – Think beyond Customer Day 1
CD1 Is the beginning. The design system, the platform had to be ready to scale to multiple language, campaigns & new products
05 – Be Efficient
Not 1 but two theme parks. While Six Flags and Aqua Arabia separate experiences we decided that reusing the architecture and the designs would be the best approach to get two mega products to market at the same time
“My peers from Disney, Universal, and Sentosa have all told me the same thing - we’ve set a new global benchmark for theme park digital experiences, even before opening our gates. Jana and team helped us build something visionary, intuitive, and truly world-class.”
