PRCO Group, the global communications group, has been appointed by Bab Al Shams Desert Resort, to introduce the reimagined iconic desert resort in the market.

Nestled deep within the golden sand dunes of the desert outside Dubai, a 45-minute drive from the city’s center, the Arabesque stylish resort’s highly anticipated reopening. Offering guests peaceful seclusion and an authentic elevated Arabian desert experience with its proximity to off-site attractions like the Al Qudra man-made lakes and scenic cycling and camping spots.

The communications campaign focuses on the reopening of the property and cementing its position as the leading player in the UAE’s hospitality landscape post-reopening through media placements, engaging events, property reviews, and relevant thought leadership.