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nancy villanueva, ceo INTERBRAND iberia and middle east

Fulfilling a nation’s ambition

















saudi arabian logistics
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“The Human Truth we uncovered was that consumers demand greater transparency and convenience. The new brand had to meet these needs.”

Famous for its oil-based industries, the Kingdom of Saudi Arabia’s (KSA) vision is focused on economic diversification and creating opportunities in other arenas, such as logistics – aiming to be the preferred logistics hub in the area that can meet local and regional market needs.

In the logistics space, Saudia Cargo is the trailblazer.

It is the leading provider of ground handling services for international air cargo carriers operating at KSA’s main international airports. The company delivers premium results for its clients through clear work instructions, effective communication among teams, and a focus on delivering high-quality service output, supported by management that is committed to excellence.

Having established itself in the region, Saudia Cargo wanted to treat its ground handling services as a separate entity, with a separate brand and sought Interbrand’s help to do so.

In analyzing the market, we saw that ecommerce is one of the most lucrative trends in KSA and the Gulf. And the Human Truth we uncovered was that consumers demand greater transparency and convenience. The new brand had to meet these needs.

So we created the Saudi Arabian Logistics (SAL) brand. SAL’s digitization imperative and new streamlining of processes and procedures (including a ‘FastTrak’ initiative) will meet the consumer demands of security, predictability of delivery dates and traceability.

“The name SAL brings Saudia Cargo’s strategic intent to life – an acronym for how the brand is dedicated to connecting the world across oceans (by Sea), through the skies (by Air) and on rails as well as highways (by Land).”

“It is a brand brimming with a newfound purpose, making it clear that the business is not just about moving boxes, but helping to fulfil the ambition of the country.”

From Amazon to Big Pharma, the international and digital commerce industry will now be able to rely on SAL: an agile, efficient and effective ‘local’ arm that can empower their businesses in these key markets.

SAL has been positioned to be a more than a ground handling service, but a full customer-focused, logistics provider – made up of people committed to helping their partners and customers achieve their personal and professional goals.

The name SAL brings Saudia Cargo’s strategic intent to life – an acronym for how the brand is dedicated to connecting the world across oceans (by Sea), through the skies (by Air) and on rails as well as highways (by Land).

The new brand has now been internalized and onboarded to its employees through new and revamped HR practices such as hiring, training and L&D initiatives.

Today, SAL is poised to become the country’s transformation catalyst and will be expanding its services and facilitating the exchange of goods. It is a brand brimming with a newfound purpose, making it clear that the business is not just about moving boxes, but helping to fulfil the ambition of the country.