The caravan route, or Darb Al-Jammalah, as it is referred to by historians, is a historic landmark and one of Al-Karr Mountain’s treasures in Taif. The route is located between the top of the mountain in Al-Hada, below Al-Qarah Mountain.
Historically, the spiral path was of huge significance for pilgrims and traders as it shortens the distance between Makkah and Taif, serving as the main link connecting the two cities.
The name of the rocky path, Darb Al-Jammalah, is Arabic for “the route of camels.” It is constructed on two tracks — one for camels and another for people. There is a stone staircase that dates back more than 1,000 years to the fifth Hijri century. The path is about 6 kilometers long, meaning that travelers can reach the holy city in mere hours compared to the usual three days of travel time.
Despite the limited construction techniques used at that time, the path has survived, and its zigzag geometric design continues to interest tourists. The road descends from the top of Al-Karr mountain in Al-Hada to the bottom in a spiral formation. Today, it serves as an attractive site for visitors and hikers.
ThePlace: Darb Al-Jammalah, located in Saudi Arabia’s Taif
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ThePlace: Darb Al-Jammalah, located in Saudi Arabia’s Taif
- Historically, the spiral path was of huge significance for pilgrims and traders as it shortens the distance between Makkah and Taif
Understanding fans key to building sports brands, says football marketing guru
- Manchester United connects with audiences and “converts followers to fans”
- Saudi clubs should find their own unique point of view
RIYADH: Understanding your fan base is a key element of successfully marketing your sports brand, Manchester United’s director of marketing told the audience at the Athar Festival of Creativity in Riyadh.
During his keynote speech, “Cultural Connection, Unbreakable Bonds and the Power of Stories: Lessons Learnt From a Career in Sports Marketing,” Matt McKie talked about his experience working in notable roles for the Olympics, Nike and EA Sports.
Whether you are a football fan or not, there is no denying that Manchester United is one of the most well-known clubs in the world. But how did it gain its reputation?
Like many popular teams, it is about connecting with your audience and Manchester United has a unique way of “converting followers to fans,” McKie told Arab News.
“I would say the absolute key to finding an audience and growing is really understanding your fans and, in the UK and in Europe, football clubs are bigger than just sports assets, than community assets, they mean more,” he said. “There will be generations of families that have gone to watch the team and support them, so honoring that and respecting that is absolutely key.”
An important marketing tactic for McKie involves researching the upbringing and backgrounds of athletes before their rise to stardom. This is a way to humanize them and create campaigns with a personal touch.
“I think humanizing athletes is an important marketing tactic (and) I think it’s an important human tactic,” he said. “These are individuals in the public eye, there are millions and millions of people watching them, expecting things from them. They have the same problems we have ... so it’s incredibly important that we understand that.”
McKie highlights unique brand identities for emerging football clubs, such as FC Como and Venezia, in Italy, and Forest Green Rovers in England. Venezia is known for its love of fashion while the latter has claimed the title of becoming the first fully vegan football club.
“It’s really about building a profile and understanding who the audience is and then you can serve them the things that will drive them down towards being a fan, and a committed fan, that comes to games etc.
“It’s very important in women’s sports because of the very high proportion of fandom that exists there. It’s important as marketers that we actually bring them closer, we understand them, we give them content that’s going to engage them and not just bring the ideas of men’s football across and expect it to work.”
For Saudi teams, McKie’s advice is to “have a point of view.”
“Within Saudi, a lot of these teams are new or relatively new in the grand scheme of football. So there’s an opportunity to have a point of view and stand for something … to form a team that plays a certain way and isn’t bound by baggage that can come from being a really big heritage brand.”
KSA showcases urban initiatives at Cairo forum
- The pavilion highlights Saudi Arabia’s initiatives in urban development and sustainable city planning
RIYADH: Egypt’s Prime Minister Mostafa Madbouly and Prince Faisal bin Abdulaziz bin Ayyaf, head of the Kingdom’s delegation, visited Saudi Arabia’s pavilion at the 12th World Urban Forum in Cairo, which began on Monday and ends on Nov. 8.
The pavilion, organized by the Ministry of Municipalities and Housing, features spaces for meetings, workshops and dialogue sessions. It includes over 40 interactive activities and hosts 150 representatives from various Saudi entities.
The pavilion highlights Saudi Arabia’s initiatives in urban development and sustainable city planning, showcasing innovative projects and successful experiences, the Saudi Press Agency reported on Tuesday.
It also showcases the Kingdom’s achievements under Vision 2030, including sustainable transport networks, infrastructure improvements, and enhanced municipal services in cities.
On the sidelines of the forum, Prince Faisal met with several delegation heads to discuss enhancing cooperation and exchanging expertise.
He discussed potential collaboration between Riyadh and Istanbul with Ekrem Imamoglu, the mayor of Istanbul, focusing on the exchange of skills.
He also met with Anar Guliyev, a member of the cabinet and chairman of the State Committee for Urban Planning and Architecture in Azerbaijan, to discuss cooperation.
Athar Festival begins in Riyadh
- Almost 2,000 people registered for second edition, says organizer
- Veteran Gulf publisher aims to gather region’s creative community
RIYADH: The second Athar Saudi Festival of Creativity kicked off on Tuesday with a full house in Crowne Plaza Riyadh RDC.
Hosted by UAE-based Motivate Media Group and communications consultancy TRACCS, the festival will feature 100 regional and international speakers and is expected to bring together almost 2,000 professionals and leaders from the creative marketing industry.
Ian Fairservice, managing partner and group editor-in-chief of Motivate Media Group, will chair the event, with Mohammed Al-Ayed, CEO of TRACCS, as vice chairman.
In an interview with Arab News, Fairservice said: “Athar has a role in bringing together the creative community, and the marketing community.
“The whole ethos of Athar is to create a community, albeit just for a couple of days, where everybody can come together and communicate and share ideas and develop new ones.”
He highlighted the increase of attendees this year, compared to last year’s event.
“All of our numbers have pretty much doubled on last year. We have almost 2,000 attendees registered and, as you can see around us here, it’s absolutely buzzing. The main stage area is completely full. There are probably 100 people standing at the back watching our first keynote speaker today,” he said.
“In terms of other numbers, we have 400 entries for the awards for tomorrow night, of which there are 211 shortlisted.”
Fairservice’s knowledge of the region comes from living in Dubai for 47 years. He formed Motivate Media Group back in 1979 and launched one of the country’s first English-language magazines, “What’s On,” which had a primary readership of tourists and expatriates.
The inspiration behind it was simple — there was no media. It was, he recalls, an era “with no television, no radio, no newspapers, no magazines.”
Today, Motivate Media Group publishes numerous magazines such as “Emirates Woman,” “Gulf Business” and “Business Traveler Middle East.”
“We’ve grown the company organically and have gone into every different aspect of media across the board,” said Fairservice. “It’s been a privilege and a fantastic opportunity to have been able to do this from the ground floor.”
Athar Festival will continue on Wednesday with panel discussions, presentations and fireside chats focused on growing the creative landscape in Saudi Arabia, the Middle East and beyond, covering various sectors such as sports, entertainment, and tourism.
The event will conclude with the Athar Awards ceremony on the evening of Nov. 6.
KSrelief expands humanitarian aid to crisis zones
- The 19th plane sent from Riyadh to Lebanon arrived at Beirut-Rafic Hariri International Airport on Tuesday
RIYADH: Saudi aid agency KSrelief is intensifying efforts to deliver aid to Lebanon and recently supported those in need of medical assistance in Turkiye.
The 19th plane sent from Riyadh to Lebanon arrived at Beirut-Rafic Hariri International Airport on Tuesday, carrying food, shelter and medical supplies, the Saudi Press Agency reported.
The aid will be used to assist the growing number of people displaced by Israeli airstrikes. Countries such as the UAE, Turkiye, Iraq, Egypt, Jordan, Canada, Romania and France are also sending aid to Lebanon.
In Turkiye, KSrelief recently concluded a week-long voluntary medical program for specialized surgeries in Tarsus. A team of 32 volunteers performed 31 open-heart operations, five therapeutic catheterizations, and 18 diagnostic catheterizations.
The Saudi aid agency also completed a medical project in Reyhanli for victims of the earthquake in February last year. During this campaign, the medical team treated 537 patients in family medicine, 417 in dermatology, 380 in optometry, and 219 in endocrinology.
In February 2023, KSrelief launched a campaign through the Sahem platform to aid earthquake victims in Syria and Turkiye, raising more than SR524 million ($139.5 million) from more than 3.4 million donations.
Health campaign promotes quality care in Saudi Arabia
RIYADH: The Ministry of Health has launched a campaign to promote health by enhancing access to and the quality and efficiency of health services and raising awareness of health risks, the Saudi Press Agency reported Monday.
The campaign “A Vibrant, Healthy Nation” introduces a modern healthcare model, offering integrated, individual-centered services aligned with Vision 2030’s goal of fostering a healthy society.
The ministry is committed to “enhancing public health, improving quality of life, and raising the Kingdom’s global healthcare standing.”
The campaign highlights the health transformation initiative’s positive impacts and informs citizens about its main features, aiming to engage all segments of society, SPA reported.
It emphasizes a shift from treating illness to prevention, involving primary care doctors and early detection programs.
