Creek Obhur - The Digital Voice of Jeddah's Waterfront
Government Facilities Management
Social Media Management, Public Announcements, Community Engagement, Event Promotion
JEDDAH
2023
Our mission was to manage the official social media channels for Jeddah's iconic public waterfront, operated by Creek Obhur. The goal was to establish a trusted, transparent, and engaging communication hub for the entire city. We successfully transformed the channels into the primary source for official news and events, growing the community by +150% and achieving a high engagement rate on public announcements, which significantly improved public perception and information flow.
Summary
As the official digital managers for a major public landmark, our responsibility went beyond marketing. We were the frontline of communication between the government facility management and the millions of residents and tourists who visit the Jeddah waterfront. Our role was to build trust, disseminate crucial information accurately, promote public events, and foster a positive community spirit around this cherished civic space.
Challenge
Establishing the "Official Source of Truth": In a world of social media rumors, we needed to position the channels as the single, reliable source for all official information, from operational hours to safety guidelines.
Managing High-Volume Public Interaction: The channels received a constant flow of public inquiries, suggestions, and complaints. The challenge was to manage this feedback professionally, efficiently, and with a consistent brand voice.
Engaging a Mass, Diverse Audience: Our content needed to appeal to everyone: families, youth, tourists, and local residents. It had to be informative, engaging, and reflective of the community's pride in the waterfront.
Solutions
Our strategy was built on three pillars: Clarity, Community, and Celebration.
A "Clear Communication" Content System: We created professional, branded templates for all public announcements (e.g., event promotions, maintenance notices, holiday timings). This ensured that all official information was instantly recognizable, clear, and trustworthy.
Proactive & Structured Community Management: We established a clear protocol for responding to public inquiries, escalating important issues to the relevant departments within Creek Obhur. This built a reputation for responsiveness and demonstrated that the management was listening.
Content that Celebrates the Community: The core of our content strategy was to showcase the waterfront through the eyes of its visitors. We actively encouraged and featured user-generated content (reposting the best photos from visitors), ran polls about desired activities, and created video content that highlighted the positive, family-friendly atmosphere of the location.
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