Jebel Ali rebranding as JA Resorts & Hotels

Jebel Ali International Hotels, Dubai, is going to rebrand as JA Resorts & Hotels to create a more consistent message as the group looks to expand outside the Persian Gulf.

Interbrand has been appointed to assist with the project, identifying what the group stood for and re-aligning their brand vision, mission and values in keeping with the new brand promise.

“At JA Resorts & Hotels we employ over 1,500 people and it was, therefore, essential to dedicate time to launching the brand internally before we revealed it to our guests and partners,” said David Thomson, JA Resorts & Hotels COO, said. “I was completely overwhelmed at the positive reaction from our associates and although Interbrand gave us the building blocks, it was our team internally who put them together.”

JA Resorts & Hotels will open two properties in early 2013. The 342-room Ocean View Hotel will open in Dubai Marina, and Enchanted Island Resort will open in the Seychelles and will be the group’s first international property outside of the UAE. Ten spacious villas will spaciously circle the perimeter of the 5-acre (2-hectare) island.