Case Study
All work
Building a premium sporting and lifestyle tour for Qatar, and lifting commercial performance across every workstream.
The Doha Equestrian Tour is Qatar's flagship equestrian season, staging world-class Showjumping, Dressage and Paradressage competitions across a four-month calendar at the Longines Arena at Al Shaqab.
The 2026 edition spanned eight events anchored by four headline competitions: HH The Father Amir's Prix, HH The Amir's Sword, CHI Al Shaqab presented by Longines, and the Longines Global Champions Tour.
Morphus shaped the creative and communications framework for the season, leading content strategy, brand application, PR and social direction across all audience-facing touchpoints.
Position the Doha Equestrian Tour as the region's most prestigious sporting and lifestyle destination, while delivering measurable commercial uplift across ticketing, audience growth and brand perception.
The tour needed to broaden its relevance beyond core equestrian audiences, attract premium sponsors and VVIP attendance, and grow regional and international visibility, all within a calendar disrupted by two event cancellations and two events held without spectators.
Morphus built an integrated season framework that treated DET as a destination brand, not an event calendar. A shared pillar model gave every workstream a common narrative spine, so sporting credibility carried the equestrian audience while lifestyle, cultural and access-led storytelling expanded reach into new segments.
Communications operated in three coordinated motions: pre-event narrative and brand foundation, in-event live production and rapid media servicing, and post-event reporting that closed the loop on every workstream. Bilingual delivery across English and Arabic ran through PR, content and social, keeping institutional resonance high and making the season legible to both local and international audiences.
Delivery covered the full creative output of the season. Brand guidelines and event key visuals set the visual foundation. Live production of social statics, winner announcement graphics, daily competition schedules and final rankings leaderboards supported each event in real time. Recap reels, after-movies, sports highlights and behind-the-scenes content extended the life of each event across digital channels, building momentum into the next.
Across four major events, the integrated approach lifted ticket sales, audience engagement and platform follower growth measurably.
Total season revenue grew 29% year on year despite a reduced calendar, with the paid media campaign directly attributable to 44% of ticketing revenue.
Social performance materially outperformed every KPI set for the season across reach, impressions and engagement.
PR delivered 141% of the target press mentions, with 71 bilingual press releases and consistent coverage across local and international equestrian outlets.
