Background: AYLA is one of the largest destination real estate development projects in the Middle East, spanning over 4.5 million square meters. The project has a vision focused on ‘Seaside Living Reinvented’ and is a legacy project to the people of Aqaba and Jordan from the Astra Group of Companies. With spectacular waterways spreading over 18 kilometers throughout the master plan, the first championship golf course in Jordan, an Entertainment Island, the Marina Village which houses both the Retail and Marine Yacht Club, and a low-density residential and leisure-focused master plan, AYLA will become a major tourism driver for Aqaba and truly redefine ‘Seaside Living’.

Deliverables: Our assignment with AYLA entailed a ‘2 Year Interim Management’ assignment focused on the major elements of the operating model including overall city development and phasing, marketing and sales strategy, the project management of the ‘Entertainment’ program, as well as the pre-launch preparations for the Island Apartments, Marina Village Retail, Boulevard Apartments and residential land plots for high-end villas. Apart from the strategic direction, our team also managed the branding, brand architecture and brand guideline developments before overseeing the handover and project management of the creative agencies.