Close
Case Study | 2023-2024
Align Consulting contributed to transforming the conference and the international exhibition “World of Dates” which aims to enhance the added value of dates in the Kingdom, into a pioneering event offering exceptional visitor experiences that highlight the cultural heritage of dates and embody Saudi hospitality.
The “International Dates Exhibition and Conference” in its previous format presented dates in a conventional and limited manner.
Through a comprehensive assessment of the exhibition’s landscape, Align Consulting identified a clear gap between the rich potential of dates as a treasured national heritage and the traditional approach used to showcase them.
This gap revealed a strategic opportunity to completely redesign the experience and transform the exhibition into an interactive space offering exceptional, memorable engagements.
This transformation aimed to enhance the added value of dates by presenting them in a modern and innovative way, while preserving their deep-rooted cultural legacy.
Align Consulting led the transformation of the World of Dates initiative, aimed at enhancing the added value of Saudi Arabia’s date industry. This was achieved by designing integrated strategies, developing effective implementation plans, overseeing their execution, and repositioning the exhibition as a pioneering event delivering exceptional visitor experiences that celebrate the cultural heritage of dates and embody Saudi hospitality.
This transformation was driven by a comprehensive strategic approach that redefined the experience entirely elevating it from a conventional and limited format into a rich, multifaceted journey that honors heritage while presenting dates in a contemporary, forward-looking manner.
The first phase centered on crafting a holistic strategy focused on reshaping the visitor experience. This strategy repositioned the exhibition to highlight the diversity of dates and showcase them as an enduring symbol of Saudi culture and tradition.
In this context, Align Consulting structured the experience around five core components: tasting experiences, recipe learning, culture and heritage, shopping, and business development. Each component was meticulously designed to integrate heritage, culture, and innovation, ensuring a cohesive and enriching experience that conveyed the diversity and national significance of dates.
These components were organized within a unified visitor journey that guided guests seamlessly from arrival through to the conclusion of their engagement, reinforcing connection between exhibits, activities, and messaging in a manner that consistently embodied Saudi hospitality and aligned with the exhibition’s new identity.
To preserve the consistency of the experience and ensure effective delivery, Align established rigorous implementation standards addressing operational details and overarching project identity. The team then assumed full supervisory responsibility for execution, safeguarding alignment with the strategic vision and elevating the added value across every aspect of the exhibition.
Ministers and senior officials attended the exhibition, affirming its significance in supporting the Kingdom’s development objectives.
Local and international chefs participated in presenting innovative culinary experiences that brought dates back to the forefront of modern taste.
Engaged with the experiences across their various cultural, commercial, and innovative dimensions.
The value of investment projects announced during the exhibition’s events
Were signed between public and private entities to support innovation and expand economic opportunities.
“World of Dates” reflected an ambitious national vision to reshape the presence of dates within both the economic and cultural landscapes. The solutions led by Align Consulting played a crucial role in crafting an exceptional experience centered on Saudi hospitality, presenting dates in a new and diverse context that blends rich heritage with a contemporary cultural touch.
This vision extended beyond the exhibition experience to reposition dates as an innovative element in culinary creations and consumer products. Through partnerships with restaurants, cafés, and brands, dates became firmly embedded in daily lifestyle trends, opening new horizons for modern marketing approaches.
This direction was evident in the quality presence of representatives from diplomatic missions, as well as in the significant turnout from diverse audience segments, underscoring the exhibition’s diverse offerings and its ability to engage visitors meaningfully.
Moreover, the exhibition contributed to enabling collaboration between government entities and the private sector by presenting distinctive investment opportunities and signing agreements that enhance the added value of dates and contribute to developing supply chains and innovation within this vital sector.
Partnership with Domino’s Pizza In support of date based food products, The National Center for Palms & Dates signed a cooperation agreement with Domino’s Saudi Arabia.
In an effort to boost local date consumption, the National Center for Palms and Dates signed a cooperation agreement with Al Romansiah Restaurants to incorporate dates into both traditional and international dishes.
As a step toward supporting innovation in date-based products, Shawarma House Restaurants signed a cooperation agreement with the National Center for Palms and Dates to include dates in their local food menu offerings.
The National Center for Palms and Dates signed a cooperation agreement with Saadeddin Pastry Company to incorporate dates into a variety of desserts.
