Amid the major economic transformations led by the Kingdom of Saudi Arabia, institutional success is no longer measured solely by the size of investments or the strength of assets. Instead, it is increasingly defined by an organization’s ability to present itself to the world as an entity with a clear vision, a well-articulated mission, and an identity capable of competing on a global scale. At the heart of this transformation stands the Public Investment Fund (PIF), as one of the most important drivers of the national economy and a strategic instrument for achieving the objectives of Saudi Vision 2030.
Today, PIF portfolio companies do not operate within a closed local market; rather, they compete in an international arena that demands intelligent corporate narratives and creative communication capable of building trust, attracting investment, and enhancing market value over the long term. Here, creative marketing emerges as a decisive factor in the growth equation, not merely as a promotional activity, but as a strategic tool that runs parallel to management and planning.
The Transformation of the Marketing Concept Within Major State-Owned Enterprises
Marketing in government or quasi-government institutions has long been associated with formal communication or service awareness. However, this concept is no longer sufficient in an era of economic transformation. Public Investment Fund companies around the world are now required to clearly articulate their role in the economy and their future impact, using a language understood by global investors, strategic partners, and even citizens, an approach that is being successfully implemented in the Kingdom of Saudi Arabia.
In this context, creative marketing does not add a superficial layer of polish to a project; rather, it translates the strategic vision into a clear narrative that explains why the project was established, the value it creates, and how it differentiates itself from others. This type of communication directly shapes brand perception, which is one of the fundamental components of market value.
Market Value Between Numbers and Perception
Market value is not built on numbers alone. While financial performance is a fundamental element, it does not operate in isolation from corporate reputation, levels of transparency, or the clarity of a company’s future vision. Investors assess companies based on their ability to sustain growth, manage risks, and present a credible growth story.
Creative marketing plays the role of an intermediary between operational reality and these expectations. It connects day-to-day achievements to a broader narrative, transforms dry data into understandable indicators, and demonstrates how individual projects align with the comprehensive economic transformation led by the Kingdom.
Corporate Storytelling as a Tool for Building Trust
In major projects, the final product is not always immediately visible; instead, the vision itself becomes the central element. As a result, corporate storytelling becomes a key tool for managing expectations and building trust. Companies that succeed in this area do not speak only about “what we are achieving now,” but also about “where we are headed and why.”
This narrative is not based on abstract promises, but on linking each stage of execution to the larger story of transformation, allowing audiences to feel continuity and clarity rather than confusion or ambiguity.
Major Saudi Projects Emerging as Independent Brands Within a National Ecosystem
One of the most prominent indicators of the success of Public Investment Fund companies is their ability to transform large-scale projects into standalone brands without losing their connection to the national identity. This approach gives each project a distinct personality and allows for targeting different segments of investors and customers, while maintaining consistency with the overarching national message.
Amaala Project: Experiential Storytelling and the Creation of Luxury Value
Amaala is a luxury tourism project located on the Kingdom’s northwestern coast. It aims to create a global destination that combines luxury, wellness, and environmental sustainability. The project includes high-end hotels and leisure facilities, with a strong focus on the human experience and harmony with nature, positioning it as one of the key pillars of luxury tourism in the region.
The Amaala project represents a clear example of how creative marketing can be used to build value before project completion. Communication did not focus on facilities or timelines, but rather on the human experience associated with wellness, well-being, and sustainability. This narrative created an emotional connection with a highly specific audience segment and elevated the project’s perceived value, enabling it to establish a global presence as a luxury destination with purpose, rather than merely a tourism development.
The Red Sea Project: Brand Perception as an Investment Asset
The Red Sea Project is an integrated tourism development focused on the sustainable development of marine and coastal environments, located along the Kingdom’s western coastline. The project aims to create an eco-tourism offering that attracts international visitors while protecting natural ecosystems, positioning itself as a global model for responsible and environmentally friendly tourism.
In this project, visual content and environmental storytelling were leveraged to build a powerful brand image in which sustainability is the core of the project, not a marketing add-on. This alignment between messaging and execution strengthened the credibility of the narrative and helped establish the project globally as a leading model for advanced eco-tourism, directly enhancing its investment appeal and long-term market value.
Qiddiya Gaming: Speaking the Language of the Future Economy
Qiddiya Gaming is a major development focused on esports, gaming, and digital entertainment. The project aims to create an integrated city that brings together entertainment, technology, and game industry training. It targets youth and global investors and serves as a hub for developing technical talent in Saudi Arabia, transforming gaming into a sustainable economic sector.
This project represents a qualitative shift in marketing discourse, as it addresses a global digital generation and positions gaming and esports as a fully integrated economic and cultural sector. Marketing did not present the project merely as an entertainment city, but as a platform for shaping the future of the gaming industry, strengthening its position as a magnet for technology investments and global talent.
Integration Between Creativity and Digital Transformation
Effective creative marketing is inseparable from digital analytics. Today, data forms the foundation upon which messages are built and results are measured. Understanding audience behavior, tracking engagement, and optimizing content based on performance all transform marketing from an operational cost into a strategic investment.
Moreover, the digital experience offered by Public Investment Fund companies, through websites, reports, and interactive platforms, has become an integral part of their institutional evaluation. Every point of contact reflects the level of professionalism, readiness, and ambition.
The Role of Creative Communication in Achieving Vision 2030 Objectives
Creative marketing directly contributes to supporting Vision 2030 objectives by highlighting innovation, sustainability, and economic transformation in a globally understood language. When these messages are managed intelligently, projects become investment magnets, platforms for knowledge exchange, and engines for generating economic and social value.
From practical experience at Lahamim Creative Communications, it is clear that understanding the national context and linking the overarching vision to daily messaging is what creates real impact. The role here is not promotion, but the construction of a balanced narrative that reflects the scale of the project, respects the audience’s intelligence, and serves long-term transformation goals.
Conclusion: Creative Marketing as Part of the Growth Equation
The Saudi experience, particularly through Public Investment Fund companies, demonstrates that creative marketing is no longer a secondary function, but a core pillar in building market value and enhancing global competitiveness. Companies that invest in storytelling, identity, and experience do more than capture attention; they build trust and lay the foundation for sustainable growth aligned with the ambitions of Vision 2030.
Frequently Asked Questions (FAQ)
What is the role of creative marketing in increasing the market value of Public Investment Fund companies?
Creative marketing helps Public Investment Fund companies build a strong brand perception that reflects their future vision and clearly communicates their role in economic transformation. This strengthens investor confidence and positively impacts market value over the medium and long term.
Why do major government-owned companies need corporate storytelling?
Because large-scale projects are often long-term in nature. Corporate storytelling connects each phase of execution to the broader transformation narrative, creating clarity and continuity in communication and enhancing trust among both local and international audiences.
How do projects such as Amaala, The Red Sea Project, and Qiddiya Gaming serve this strategy?
These projects are examples of transforming developments into brands with clear identities and messages. This approach enables them to attract different segments of investors and customers and to increase perceived value even before full operational completion.
Does creative marketing truly impact the attraction of foreign investment?
Yes. Investors do not look solely for financial returns; they also seek clarity of vision, strong institutional branding, and long-term sustainability, elements that are shaped by effective strategic communication.
What is the relationship between creative marketing and Saudi Vision 2030?
Creative marketing serves as an executional tool for the Vision by translating its economic and social objectives into clear, compelling messages that enhance the global presence of the Kingdom and its companies.
How can the success of creative marketing in Public Investment Fund companies be measured?
Success can be measured through indicators such as global media coverage, brand awareness levels, investor confidence, strategic partnerships, and improvements in market value over time.