TS creates new kitesurfing destination brand for Discover Qatar

News -
There are plenty of things that come to mind when you think of the Middle East and more specifically Qatar. Oddly enough, kitesurfing isn’t one of them. Perhaps, until now.

Only an hour north of Doha, or Hamad International Airport if you’re stopping over, lies what was once a small and humble fishing town called Fuwairit.

It’s here where an ideal combination of landscape, topography and wind come together to create what kitesurfer’s call the perfect conditions to rival anywhere else in the world. It’s a smooth, glass like surface, where kitesurfer’s of any ability can carve their way through the water. A sensation likened to a good day on powder or a freshly groomed run if snow sports is more your thing.

What makes this place really special though is the consistency of days like these. For more than nine months a year, kitesurfer’s can expect to be out in the water. Making Fuwairit an obvious choice for Discover Qatar’s purpose-built resort we named Fuwairit Kite Beach. Or more colloquially, FKB.

There is nowhere else on Earth like FKB with the unique combination of epic kitesurfing conditions, accessible yet exotic Qatari environment and world-class resort facilities. Which meant how we portrayed the brand must be equally category defining. Instead of cliche action-packed kitesurfing design language, the FKB brand is a sun-bleached dreamworld that captures the spirit and ritualistic nature of the kitesurfing lifestyle.

The comms will bring to life the full resort offering, a place with everything kitesurfers could ever need for a day, a week or longer if they are lucky enough. Resort style accommodation, restaurants, a bar, pool, yoga studio and gymnasium. Plus, a pro store with hire equipment, and kit to buy as well, all run by an expert team of kitesurfing professionals. It’s a place where people of all abilities will feel welcome and encouraged to get out on the water.

And soon, the world’s best will battle it out in the GKA’s (Global Kitesurfing Association) newest world tour event. A sure sign of the quality of the kitesurfing set-up at Fuwairit and the long-term commitment to the sport from Qatar Airways and Discover Qatar.

FKB is in its final stages of construction due to open early 2023. Until then, if you want to learn more about this so called ‘paradise built on a passion’, visit the website. If you want to talk about bringing your destination to life, speak to Alison.