Mohamed Yousuf Naghi Motors (MYNM), the authorized dealer of Jaguar and Land Rover (JLR) in Saudi Arabia, and AlJazirah Tourism Investment Company Ltd. sign an agreement endorsing the Land Rover LR4 as official vehicle for Al-Jazirah safari. At the background are other officials of the two companies. — Courtesy photo
Mohamed Yousuf Naghi Motors (MYNM), the authorized dealer of Jaguar and Land Rover (JLR) in Saudi Arabia, and AlJazirah Tourism Investment Company Ltd. recently signed an agreement endorsing the Land Rover LR4 as the official vehicle for exploration trips organized by Al Jazirah Safari. This is considered to be a move to further engage Saudi youth in tourism trips throughout the Kingdom. Under the agreement signed by Amr Mobarak Badghaish, marketing director at MYNM for Jaguar Land Rover, and Osama Ghazi, CEO of Al Jazirah Tourism Investment Company Ltd., four new LR4 vehicles are assigned exclusively to Al-Jazirah Safari for its trips and tours across the Kingdom. Mohammed Bin Abdullah Al-Amri, General Manager of the Saudi Commission for Tourism and Antiquities (SCTA) in Makkah Region and secretary general of the Tourism Development Council, witnessed the signing of the accord in which Al-Jazirah Safari becomes the company authorized by the SCTA to organize such tourism programs. The partnership will render support to safaris and other desert exploration activities, thereby testing and taking personal experiences of the capabilities – both on-road and off-road – of the Land Rover LR4. Moahmmed Al-Amri said the program is the first of its kind to introduce the region's tourism, and complies as well with “Live Saudi Arabia” exploratory program adopted by the commission. Meanwhile, Osama Ghazi explained that with the partnership, Al Jazirah Safari strives to offer an innovative and pioneering approach in promoting Saudi tourism. He expressed his gratitude to MYNM for supporting Al-Jazirah Safari program. He added that the support of the SCTA in this project is in itself a confirmation that the latest initiative is on the right track toward enhancing “our role to serve domestic tourism." He thanked and appreciated the support Al-Amri offered to young people by adopting the activities of Tourism Development Council. Commenting on the joint undertaking, Amr Badghaish said: "Contrary to the belief of some that Land Rover vehicles are very sensitive and not suitable for off-road and adventures, this collaborative safari scheme proves that those vehicles are best known around the world for their enormous capacity to overcome the most difficult terrain, and adaptability to all driving conditions. Our partnership with Al Jazirah Safari will be a great opportunity to promote Land Rover's capabilities." He added that the sponsorship is in line with the marketing strategy of MYNM-Land Rover to raise the public awareness of these models. In signing the deal, the two companies have embarked on a marketing strategy, leveraging new branches of the product range through major events and media support. It also aims to build awareness of the brand by maximizing ATL support and PR coverage. The band exposure involves displays and sponsorships as well as exploiting digital and social media. It is also their objective to increase customer interaction with their products through demonstrations and experimental events, as also to identify new customers to deliver growth aspirations (prospecting) and strengthen relationship with the current customer base like LR and Jaguar clubs. They also aim to develop relevant financial packages and capitalize on high seasons. “Since its inception, the name Land Rover vehicle is linked to exploration and adventure and treading remote areas that no one ever thought could be reached. Throughout its history, the brand has risen to the challenge and crossed many toughest terrains in the world. Now, Saudi Arabia has become a destination for amateur explorers and safari tours in view of its distinctive topography, which is one of the main reasons for our participation in such programs," Amr added. — SG
