Bringing a city to life.

Transforming Lusail’s digital presence into a living showcase of its vision, places and people.

ClientQatari DiarLusail City & Visit Lusail

Duration3 YearsSince January 2024

Services

Social Media StrategyCampaignsOn-Site ActivationsCreative DirectionContent CreationAI StorytellingMotion DesignPerformance ReportingCommunity Management

ApproachTwo voices, one cityAlways-on

StrategyDestinationsCommunityLifestyleActivationsStorytellingStrategyDestinationsCommunityLifestyleActivationsStorytelling

01 The Opportunity

A city built for the future.
A destination waiting to be discovered.

Lusail was designed to redefine urban living in Qatar. MASH was appointed at the end of 2023 to strengthen its social media presence, bringing the city’s vision to life through content that connects its developments, experiences and communities, building a stronger digital identity for Lusail as both a smart city and a lifestyle destination.

02 Our Content Thesis

We brought the city to life,
beyond its skyline.

A city is more than its architecture. It is the people, places and experiences that make it feel alive. We built a social media ecosystem with two distinct voices: Lusail City, showcasing the vision, innovation and defining features of a smart city, and Visit Lusail, bringing its lifestyle, destinations and community experiences closer to audiences.

03 Selected Work

Shaping how the world discovers Lusail.

We brought Lusail’s story to life through destination campaigns, lifestyle storytelling, community-led content and immersive digital experiences. Together, these initiatives transformed the city’s social presence into a platform for discovery, giving audiences more reasons to explore, engage with and experience Lusail.

01Lusail Reimagined

Lusail Reimagined

02Geekdom

Geekdom

03Chuck E. Cheese

Chuck E. Cheese

04Toyota in Lusail

Toyota in Lusail

05Basketball in Lusail

Basketball in Lusail

06Lusail Universe

Lusail Universe

07Crescent Park

Crescent Park

08Layali Lusail

Layali Lusail

09Karak Convos

Karak Convos

04 The Content System

Six pillars, two voices, one city.

Every piece above came out of the same system. Six pillars run in parallel across Lusail City and Visit Lusail, each giving audiences a different reason to look, to visit and to come back.

The City Reimagined

Lusail as a city of the future, smart-city storytelling, architecture, technology, infrastructure, sustainability and the ideas shaping the city.

Discover Lusail

Turning Lusail into somewhere people want to explore, from landmarks and destinations to restaurants, retail, parks, entertainment and hidden gems.

Life in Lusail

The people who live, work and spend time in Lusail. Community stories, local personalities, UGC, conversations and everyday moments that make the city feel human.

Lusail in Motion

Events, activations, entertainment, sports, cultural moments and seasonal experiences that demonstrate Lusail as an active destination rather than simply a place to see.

The Lusail Story

Hero storytelling, campaigns and creative formats that build Lusail’s identity, create conversation and make the city culturally relevant beyond its physical developments.

Lusail Partners

The brands and businesses that call Lusail home, from Toyota to Chuck E. Cheese and Geekdom, made part of the city’s story and one more reason to visit.