Fursan

THE CUSTODIAN OF THE TWO HOLY MOSQUES ENDURANCE CUP 2019 :

A GLOBAL APPROACH TO GENERATE A FUTURE RECURRENT MUST SEE RENDEZ-VOUS ON PAR WITH THE F.E.I. STANDARDS.

A powerful concept structuring the proposal as a whole through a global creative vision.
In close collaboration with Comeanddo – the large scale events agency based in Riyadh –, supported by a specialized team of horse endurance races experts and perfectly aligned with the 2030 Vision, we started to build the master plan with two goals in our minds :

– To make this race a huge success, not only for this first edition, but to transform it into a milestone rendez-vous that will attract more and more people every year, and in doing so, helping the development of the entire Al Ula region, all the while taking advantage of a unique and breathtaking surrounding.

– The second goal was to fulfill all the F.E.I. requirements in order to make the Fursan Endurance Race (120 kilometers) a world reference among all horse endurance races.
In order to do so, we started by creating a strong visual identity setting the base for the event’s image and showcasing the quality positioning, as well as the displayed branding.

Beyond the conceptual aspect, the production leaned on a faultless project organization logic :
– Imagined by a highly competent creative, technical and experimented team providing a true identity to the race, propelling it above equivalent realizations.- Led by dedicated highly skilled key management, be it technical, horse racing, H&S, crowd control, royal protocol…- Leaning on a network of endurance experts specialists of this region, whose know-how and expertise are recognized by all actors and local referent institutions.
– The entire approach was set in a long-term logic in order to use the experience gained in this operation leading to conceptual, technical, economical and touristic development allowing a sustainability of experience and knowledge.

In order to capitalize on the gained experience and the success of the event, the whole endurance race was followed by various international reporters and a live broadcast was feeding numerous audiences through internet streaming, social and television networks.

The Custodian of the two Holy Mosques Endurance Cup 2019 was a great opportunity to open the country to the rest of the world and furthermore to put the region of Al Ula on the map, all the while strengthening the local social fabric bonds.