Doha Oasis wins at Asian Innovation Excellence Awards 2025

The company’s rebrand campaign strengthens its position as Qatar’s premier lifestyle destination.

Doha Oasis won Qatar Brand Innovation of the Year - Hospitality & Leisure in the Asian Innovation Excellence Awards 2025. The award recognises Doha Oasis’s successful strategic rebrand that unified its diverse properties under one premium lifestyle destination brand. 

Facing challenges of low brand awareness and fragmented sub-brands, the campaign emphasised a seamless identity that connects its key pillars: hospitality, entertainment, luxury retail, wellness, and gastronomy. The campaign, “You’re at the Heart of It All,” guided a content-driven and emotional approach leveraging the authenticity of 14 local influencers representing these pillars.

The campaign rollout included a visually rich hero film supported by behind-the-scenes content, influencers led curated content, paid social media amplification, and targeted retargeting ads on platforms like Instagram, TikTok, and Snapchat. This multisensory storytelling created strong emotional resonance amongst diverse audience segments, from affluent families to experience-driven youth in the GCC.

Within the first month, the campaign generated over 5 million impressions and achieved an engagement rate of 19%, well above industry standards. It also boosted destination footfall by approximately 27%, benefiting retail, hospitality, and wellness sectors linked to Doha Oasis. The campaign earned extensive positive press coverage, reinforcing its position as Qatar’s newest integrated lifestyle and touristic destination.

Doha Oasis also strategically aligned this campaign with major tourism events such as World Travel Market London, ITB Berlin, and Arabian Travel Market Dubai. This ensured increased visibility and momentum to attract both local and global visitors.

Overall, the campaign succeeded in building stronger brand cohesion whilst driving measurable growth in visitation and digital awareness. Doha Oasis now stands as a unified, luxurious destination where guests from Qatar and all around the world can immerse themselves in authentic experiences across retail, hospitality, entertainment, sports, culinary, and wellness.

The Asian Innovation Excellence Awards honours companies that achieve measurable outcomes and address key challenges through innovation and operational improvement, recognising initiatives that drive meaningful progress across diverse industries in the region.

The Asian Innovation Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. For more information on the awards programme, you may contact Julie Anne Nuñez-Difuntorum at (+65) 3158 1386 ext 242 or at [email protected].