Riyadh Parking is a strategic initiative by REMAT, designed to elevate Riyadh’s urban infrastructure and position it as a global leader in municipal services. As part of Saudi Arabia’s Vision 2030 digital transformation, Riyadh Parking aims to deliver a smarter, more sustainable parking experience. The first phase of this ambitious project required a comprehensive marketing and communication (MARCOM) strategy to ensure seamless adoption and alignment among stakeholders.

To ensure Riyadh Parking’s success, we crafted a hybrid MARCOM strategy that addressed both immediate and long-term needs. Our approach prioritized breaking existing habits and replacing them with smarter behaviors, while positioning Riyadh Parking as a vital step in Riyadh’s transformation.

We developed a clear, phased communication framework to guide residents on service usage, app adoption, and the benefits of the new system. The strategy included risk mitigation plans to address potential barriers, ensuring consistent messaging across stakeholders. By aligning all levels of the organization early, we avoided decision-making paralysis and established a unified vision for the service's rollout.

Although the project is in its early stages, the MARCOM strategy has laid the foundation for Riyadh Parking to become a key component of Riyadh’s transformation into a globally benchmarked city. With its focus on habit change, seamless communication, and organizational alignment, the initiative is poised to drive adoption and redefine urban mobility in Saudi Arabia.