The destination took home the Guest Experience of the Year - Qatar and Social Media Campaign of the Year - Qatar categories.
Doha Oasis took home two awards at the TDM Travel Trade Excellence Awards 2025 - Middle East, following its move to reshape its identity and deepen its connection with visitors through The Rebirth of Doha Oasis as a unique touristic destination at the heart of Doha, Qatar.
The destination launched a comprehensive rebrand themed The Rebirth of Doha Oasis, a strategic repositioning that unifies one of Qatar’s most iconic experiences across luxury retail, entertainment, wellness, culinary, and hospitality.
The destination is proud to be home to standout attractions, including the luxury department store Printemps Doha, the largest department store in the Middle East with over 700 brands and more than 200 exclusive, EverFashion Luxury Group with over 26 distinguished brands, represented across more than 55 boutiques strategically located in the country’s most prestigious malls, Quest theme park the largest indoor theme park in the region and home to two Guinness World Record rides, Novo Cinemas, the Banyan Tree Doha 5 star luxury hotel, Doha Oasis Padel, and over 17 F&B global concepts.
The campaign exceeded its primary KPIs in every aspect, successfully shifting consumer perception from “luxury mall” to immersive touristic destination.
Under the rebrand, all experiences were brought together under one clear and cohesive story.
Unified brand, singular experience
The rebrand centred on a simple yet powerful idea: “You’re at the Heart of It All,” reflecting the warmth, luxury, and sense of belonging that Doha Oasis offers to guests who visit the destination for shopping, fine dining, family fun, entertainment, sports lifestyle, or relaxation.
The elements of the rebrand include a modern, elegant logo and desert-inspired colour palette that blend urban sophistication with cultural motifs, as well as Doha Oasis architectural unique elements. It also featured a new messaging framework centred on Moments (emotional storytelling), Movement (dynamic lifestyle), and Magic (exclusive experiences).
A full overhaul of social media presence, digital storytelling, and influencer partnerships was presented as well, along with a new suite of content templates, audio identity cues, and branding formats to ensure consistency across platforms.
The rebrand was introduced through a three-phase marketing rollout: the teaser campaign, which featured cinematic reels and behind-the-scenes content, hinted at a new chapter; followed by the brand reveal with a coordinated visual and messaging update across all digital platforms; and, finally, the activation phase, where the new identity came to life through engaging cross-property campaigns.
One of the campaigns was the successful Eid Wonder Pass, which brought families together through shareable and on-brand experiences.
Bringing impactful results within just 12 weeks, the rebrand campaign has marked a 5% increase in positive brand sentiment with feedback from guests who describe the new look as “inviting”, “stylish,” and “cohesive”, alongside a 3.5x increase in brand search volume. Social media engagement hit record highs of over 300,000 with a remarkable 19% increase in average engagement rate, and over 5.1 million impressions on brand content. The campaign also drove significant website traffic from all owned channels and 27% increase in footfall across the destination.
But aside from these numbers, the campaign succeeded in realigning Doha Oasis to be one unified destination of wonder.
With this transformation complete, Doha Oasis is well-positioned to lead future campaigns and partnerships in 2025 and beyond as a unique tourist landmark at the heart of Doha.
The TDM Travel Trade Excellence Awards - Middle East is a platform that spotlights the best hotels, airlines, airports, cruise lines, tour operators and travel agencies, booking platforms, and travel technology, projects, and initiatives. It serves as a platform to celebrate key players who redefine the standards in the travel industry.
The TDM Travel Trade Excellence Awards Middle East 2025 is presented by Travel Daily Media Magazine. To view the full list of winners, click here. For more details, please contact Danica Avila at awards@traveldailymedia.com.
