FIRST CLASS
03/11/2008
LEO BURNETT BEIRUT FOUR SEASONS TORONTO
MIDDLE EAST MARKET STUDY

TABLE OF CONTENTS
TRAVEL BEHAVIOUR ................................................................................................ 2
Middle East Travel Patterns....................................................................................... 2
The Customer .......................................................................................................... 3
Common Travel Behavior.......................................................................................... 4
Popular Travel Destinations ...................................................................................... 5
Taking the Decision .................................................................................................. 6
ADVERTISING .......................................................................................................... 7
Cultural Considerations:............................................................................................ 7
1) Female Imagery Restrictions: ............................................................................ 8
2) Female Dress Code: ......................................................................................... 8
3) Context of Setting: ........................................................................................... 9
4) Inappropriate Scenario: ...................................................................................10
5) Opposite Sex Interaction: ................................................................................10
6) Relevancy of Ethnicities: ..................................................................................11
WLFP Brand Ad Review ...........................................................................................11
FS Communication Relevancy ..................................................................................23
1

TRAVEL BEHAVIOUR
In wanting to uncover consumer insights and gain a greater understanding of the Four Seasons’
Middle Eastern target customer, the subject needed tackling from different angles. For this reason,
not only were knowledgeable FS staff interviewed, but travel agents were also called upon to
volunteer their thoughts, as well as, most importantly, typical upscale Middle Eastern travelers.
The panel of interviewees contributing to the study is composed of:
Cesare Rouchdy – Senior Director of Marketing – FS Egypt
David Crowl – Vice President Sales & Marketing – FS Europe/Middle East/Africa
Shaker Akbar – Regional Director of Sales – Middle East
Ashraf El Zahed – Director of Sales & Marketing – FS Doha
Jane Burnell – Regional Director of Sales – Europe
Amer Kassem – Founder – Sun Holiday Tours (Lebanon)
Nicholas Phaller – Travel Agent – Pagasus (Lebanon)
Khalil Ghossein – Managing Director – Al Moumayazah Art of Travel & Tourism (KSA)
Lamia Taha – Sales Supervisor – Thomas Cook (Egypt)
Kamil Kuran – Managing Director – Leo Burnett Levant
Maher Achi – Chief Operating Officer – Leo Burnett MENA
Farid Chehab – Chairman & Chief Creative Officer – Leo Burnett CEEMEA
As a result of this qualitative research, in which there are no right or wrong, yes or no answers, all
findings have a degree of subjectivity. We hope they do, however, serve our purpose in being
constructively enlightening and directional in nature.
Middle East Travel Patterns
As David Crowl put it, “Four Seasons has experienced a jump in regional demand over the past
year in terms of leisure travel and especially business travel”. This is expected to also be true of the
upcoming year. “The number of trips to conferences and exhibitions are expected to increase
during this time indicating that more junior staff is likely to be traveling”.1
A new trend that is emerging and will probably pick up more speed in the years to come, is the
number of cruise trips and private yachting travel. One reason for this is probably fueled by the
creation of waterfront properties such as the Dubai Marina and Palm properties, coupled with the
fact the Gulf is considered safe and ideal for boating. This in turn has encouraged major boat
manufacturers to establish distributers in the region, which has consequently led to a steady supply
of sea craft.2 Cruising is also becoming an increasingly affordable luxury, with Dubai and often
Muscat playing host to ships such as the QM2 and Holland America’s Rotterdam. The seas have
always had an appeal to the A class Mediterranean market, but nowadays they seem to be all
aboard in the Gulf!
1
"Middle Eastern Tourists Spend Up Big." goldcoast.com.au. Available from
http://www.goldcoast.com.au/article/2008/09/19/16518_gold-coast-news.html. Internet; accessed 13 October,
2008.
2
Salian, Neesha. "Owning Your Dream Boat." gulfnews.com. Available from
http://archive.gulfnews.com/articles/06/03/14/10025448.html. Internet; accessed 13 October, 2008.
2

When studying the different nationalities' travel patterns, it can be concluded that the Saudis travel
the most often, having spent approximately $18.7bn on tourism in 2007.3 “Some 57% of Saudi
travelers are expected to spend more than US$3,000 on their personal air travel in the next 12
months compared to Kuwaiti travelers (50%), UAE travelers (35%) and Lebanese travelers
(27%)”.4
It therefore follows that Ramadan affects their pattern of travel, meaning that Middle Easterners
will not be flying out of the region during this period, opting to stay home close to relatives to
celebrate this time of Eid. In the words of Jane Burnell, since Ramadan will fall during the summer
for the next couple of years, it will undoubtedly affect hotels in cities like Paris and London that
typically like to fill up with ME travelers during the summer months.
Another travel pattern specific to this region is related to royal families. The biggest chunk of hotel
business is being generated from government. This is due to the fact that delegations and royal
families of the GCC demand the premium suites whenever they’re in town. It also represents
leisure opportunities; In summer when royal families travel to hotels like Cairo and are paid by their
embassy, they request the biggest suite, bringing a whole entourage, a couple of wives and a
group of children with the servants and drivers.
The Customer
A traveler from the Gulf is hugely different to another from Jordan/Lebanon (the Levant area),
especially when it comes to service style preferences. GCC nationals, for example enjoy being over
pampered and indulged. Travel agents and hotel staff agree on the fact these travelers do not like
being told "no", feeling that the power of their money speaks louder than the rules and regulations
everyone else abides by. Levant travelers on the other hand, are much more direct people who
appreciate convenience and practicality above all else and do not always feel comfortable with
hotel staff’s “obsessive” behavior, considering it to be almost fake and unnatural for the sake of a
tip.
All Arabs though, whether from the Gulf or a non-GCC country, share a lot in common and expect
to get the premium they paid for, insisting on flexibility for check in and check out timings, and
harboring a sense of entitlement. It is much more difficult to impress them than a foreigner
because they are already accustomed to the natural hospitality the region is famous for having, so
their uncompromising standards are extremely high. Hotel staff, therefore, has a huge challenge in
striking a fine balance in service and meeting the different expectations of the different Arabs from
different regions.
3
AME Info. "Saudis Target Domestic Tourism." www.ameinfo.com. Available from
http://www.ameinfo.com/news/Detailed/157937.html. Internet; accessed 13 October 2008.
4
Business Intelligence Middle East. "MasterCard Consumer Lifestyle Survey Details National Profiles."
www.bi-me.com. Available from http://www.bi-me.com/main.php?id=2307&t=1&c=34&cg=. Internet;
accessed 13 October, 2008.
3

Common Travel Behavior
Middle Easterners are extremely family-oriented and grow up with a lot of placed emphasis on the
importance of family. This is why when it comes to leisure travel, chances are the family is also
involved and factored into the plans. Where the Middle Eastern family has typically 3-5 children,
Gulf families tend to have more than 5. Not only do they like to travel, and travel with large
families, but they also like to take lengthy vacations. For example, on the Australian gold coast,
Middle Eastern tourists spent an average of 36 nights while Japanese tourists only stayed an
average of 4.
From a booking standpoint, their travel behavior is extremely short term. “A lot of the hotel
business is generated in the month for the month” David Crowl said. Many European and American
travelers plan their family vacations almost a year in advance. This is unheard of here, as no one
practices long term vacation planning.
Though the Four Seasons target is exposed to the world and the FS brand, it is still extremely
important for Gulf customers to feel that the staff understands all the cultural sensitivities of this
region, specifically because they feel quite misunderstood by foreigners from the West.
To FS Middle Eastern loyal customers, their comfortable stay is as important as the things they see
in the country they visit. This is why they like to see the destination through the eye of the hotel,
so to speak. They like to benchmark themselves based on the list of FS properties they have
visited. It has become the measurement of social status alongside Chanel and Mercedes. “They talk
about the amazing latest FS in Budapest or Istanbul, and how the FS NY property is gradually
becoming outdated. They talk about them like they talk about milestones. I think I personally
convinced more people to visit new FS around the world than anybody else” said Farid Chehab,
“and I strongly suspect that many others do the same in their own circles”.
It goes way back in our history and is deeply ingrained in our culture: One must negotiate an offer
to feel satisfied about getting a deal, something of unexpected value in return. For this reason,
according to Shaker Akbar, rounds of negotiation take place as the Sheikh's travel manager
attempts to haggle his way to an offer before finally settling on a compromised group price. Even if
the person has all the money in the world, getting a good price is still of the essence.
Ashraf Elzahed believes that one common travel behavior of Gulf people is their heavy sweet
consumption. They like to not only taste but experience the local "sweet life" and make sure to
leave town with the best collection in tow.
Everyone agrees across the board that spa visits are growing in popularity and will continue to
grow for Arab travelers, specifically amongst the women who are increasingly keen to learn about
spa treatments and beauty therapies.
According to travel agents, this is not always the case for all, but many Saudi men like to travel for
a few days of "leisure", just before traveling again with family on a vacation. With no one to be
accountable for, full freedom gives them the opportunity to spend their time being "entertained"
however they wish.
While on the plane, frequent traveler Kamil Kuran has noticed many young wives step into the
bathrooms as soon as the plane crosses over the Saudi border. They walk in fully veiled in black
and walk out unrecognizable in tight jeans and full make up.
4

Popular Travel Destinations
For business there is a lot of interregional travel. A lot of investment is taking place as Kuwaitis and
Saudis are investing in Lebanon and Syria, getting involved in projects in Jordan, traveling between
the Gulf, from Dubai to Saudi to Doha and back and forth. Everybody goes to Riyadh because it’s
the money capital of the ME. This is also true for foreigners because a lot of multinational
corporations are headquartered in Dubai or Bahrain. When business takes them outside of the
region, it is usually to destinations such as New York, Paris and London.
The top influencer on the choice of travel destination cited by respondents in the MENA region was
their familiarity with the destination.5 People in this region care a great deal about word of mouth.
If someone higher up the ladder stayed there, they want to follow the same example. They are
interested in being where their peers are and belonging to the same jet setting crowd. When
traveling outside of the region, they look mostly to go to London, Paris/the French Riviera, and
Geneva. Many already have homes there. Also, but to a lesser extent, they enjoy traveling to
Malaysia, LA, NY, Spain, Italy, Greece, and Morocco.
When it comes to a family vacation, the ultimate destination depends on the purpose of travel. Eg.
For the older generations, they mainly consider visiting the known European city destinations
because of the shopping opportunities they offer. Their adult children on the other hand, are more
curious about more adventurous locations and plan vacations either as honeymooners or a group
of friends to places like Mauritius, the Maldives, Bali and Thailand. As long as there is a private
plunge pool like those at Anahita, where the ladies can enjoy a secluded dip, they’d be interested in
visiting.
The Levant people are the most adventurous and daring in comparison to their Gulf neighbors and
love exploring relatively unconventional destinations such as Amsterdam and the Far East. From
the whole Middle East, they would be the ones most open to the idea of traveling to rising new
regions like central Europe (eg. Prague, Budapest, etc).
Though there will always be the elite crowd that vacations nowhere other than in Europe, after 9-
11 when visas became harder to obtain, there was a total shift irrespective of class towards
spending more vacation time in the region.
As a result, Cairo, Beirut, and Dubai benefited the most. Though Dubai's guests have the shortest
stay period, it was one of the most popular destinations last year alongside Egypt. But now that
Beirut is back on the map this year, it leads the pack in terms of regional travel popularity. Tourists
like to enjoy the lavish side of life whilst taking pleasure in the different entertainment venues, the
seasonal temperate climate, and free spirited atmosphere.
An interesting finding uncovered a surprising story about Turkey's growing popularity amongst GCC
families. A widely viewed and famous Turkish soap opera called “Noor” on Arabic channels
contributed to showcasing the country and attracting the female viewers. This translated itself into
an unexpected surge in demand at FS Bosphorus due to the women's obsession with the show,
leaving Egypt baffled at how August was the worst month of the year for them.
Separate from business travel and leisure travel, the Middle East is witnessing a growing trend of
Health travel, which Munich is benefiting from the most since it can additionally offer the element
5
Business Intelligence Middle East. "MasterCard Consumer Lifestyle Survey Details National Profiles."
www.bi-me.com. Available from http://www.bi-me.com/main.php?id=2307&t=1&c=34&cg=. Internet;
accessed 13 October, 2008.
5

of shopping. Many people, especially those who are overweight or suffer from diabetes, are
deciding to combine their vacation with medical checkups/treatments at clinics, checking
themselves into a health resort. FS in the region receives a lot of calls questioning whether there is
a FS hotel in Munich, for this very reason. Prague is another up and coming health destination
which is beginning to appeal to the ME market. In fact, the health ministry of Qatar is promoting
Prague and the Czech Republic as being one of the best health destinations throughout the world.
Taking the Decision
When it comes time to take a decision on where to travel for business, it is already dictated by
where the business travelers' work takes them.
But when it comes to leisure travel, the ladies have a strong influence on where the family goes on
vacation, which is certainly the case with Istanbul for example, much to the chagrin of the
Egyptians.
One of the biggest mistakes would be to follow the widespread misconception that family decision
making is the exclusive domain of men, who enjoy by default the legal status of "head of
household." Though it is true that the Middle Eastern man is the breadwinner and financier, in no
way is the family dynamics any different than that of an American one.
She is the major influencer. He is the income provider. Who takes the final decision though is up for
grabs. But at the end of the day, if the lady ain't happy, you can bet that a destination change will
promptly follow!
6

ADVERTISING
After having taken a look at our customers in the region, it is important to incorporate the findings
and insights in such a way so as to make the brand’s advertising more relevant and meaningful to
them.
The first step would be to respect the cultural norms by which they live their everyday lives.
Cultural Considerations:
First and foremost, it is important to point out that this is an extremely subjective topic, with no
definite clear-cut boundaries. It is far from being scientific or even logical at times. Yet it is also just
as important to delve deeper into cultural considerations, to beware of the perceptions
communication might trigger and to respect the subtle or obvious sensitivities to things we all take
for granted.
What is easily noticeable is that there is a wide range when it comes to levels of conservatism
amongst the countries of the region. Below is a rough scale of where each country lies with regards
to this subject.
Conservative
Liberal
The Mediterranean and Levant area is relatively open in comparison to the Gulf and has been
exposed to foreign and Western concepts. In Lebanon, the most liberal country of the pack, there
are very few restrictions and almost anything goes. Yet at the same time, there is still a lot of
resistance amongst some groups. This is a region of contradictions, where you will find women in
bikinis and black veils sitting alongside each other on the shores of the UAE.
But when it comes to pan-Arab communication of our brand, the biggest limitation is undoubtedly
Saudi conservatism, and we are only as strong as our weakest link, as they say. So it is most
beneficial for us to specifically focus on the limitations they set and the issues we should take into
consideration to suit their cultural taste.
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1) Female Imagery Restrictions:
At the end of the day, many choose to push the envelope. But to be on
the safe side, the rough rules to follow would be:
No woman can be displayed in purely Saudi publications unless
as a dark silhouette (eg. Alexandria ad to the left) or in the far
off vague background. Must be barely distinguishable.
A woman can be displayed in magazines entering Saudi, but
with a downplayed visual presence (i.e. not looking into camera,
face turned sideways, not center of attention, not alone in
picture)
If the visual is to be inserted in a women’s magazine, she can be
displayed decently dressed. But for everywhere else, showing a
woman means she must be accompanied by her family in the
picture.
2) Female Dress Code:
How should a woman be dressed to be “decently” dressed? This is a
difficult question. What is acceptable and what will pass is greatly
subjective and unpredictable. The perfect example would be the below
scanned images, all from the same Kuwaiti Marie Claire October issue.
You will notice that a photo shoot of cocktail dresses is done with
clashing jackets or shawls to cover up any exposed skin.
You can also notice how some dresses underwent retouching on the
upper chest area and arms whilst another dress on the same page is left
surprisingly bare.
8

What we can draw from our previous experiences is that Saudi censors usually rule out the
following:
low-cut tops
bare arms above the elbows
bare legs above mid-calves/shins
bare shoulders
bare feet
3) Context of Setting:
How much skin can be shown also heavily depends on the context of the visual. Sometimes the
same amount of exposed flesh is rejected in one instance and passed in another because of the
setting and/or context.
When showing women in a visual for Saudi, they cannot be swimming in a pool or having a shower
or bath for example. Even though the UAE is thought to be quite liberal in many ways, they are still
unpredictable when it comes to these issues. To give you a sneak peak of what UAE censorship
feedback we received for our Herbal Essences client, we were told the following for each case…
NO WAY! NO! Yes. JUST!
The UAE, and especially Saudi, is much more strict when it comes to a provocative context.
Another setting that is also completely off limits and difficult to pass by censorship would be bar
locations as alcohol is frowned upon by conservative Saudis (even though many Saudis like to
travel to be able to consume alcohol abroad).
9

4) Inappropriate Scenario:
The body language or the scenario played out in the visuals can also stand as an obstacle in the
way of publication.
Visuals will not be passed if a woman is shown lying down, or sitting with her legs spread apart
(even wearing pants), or if she was straddling a horse. Anything provocative in nature will not
work.
Other scenarios that may pass censorship but will not appeal to Middle Easterners would include
visuals showing an adventurous situation out in the wild. Though there will always be people who
would love an elephant ride at the Golden Triangle, especially amongst the younger generation, but
most of the FS ME target would want a more refined experience, which is the reason why they
especially like city destinations.
5) Opposite Sex Interaction:
Even the slightest physical intimacy or interaction between men and women is strictly off limits,
automatically ruling out all couples holding hands, cuddling in each other’s embrace, etc. In fact,
we would be extremely hesitant to use a visual in which there is any physical contact at all between
a man and a woman.
Though some pictures might not have such contact, the concept behind the context of the picture
might easily render it useless to us. For example, we cannot use the visual of the man taking a
picture of the woman posing for his camera. We also have to sidestep the use of the pergola visual
showing a “publicly loving” having morning coffee. Off limits to us would also be any picture in
which a couple is staring into each other’s eyes. This is because, sometimes, there are beautiful
romantic moments between couples that aren’t always physical, yet can still manage to be
intimate. Either way, we have to greatly avoid intimacy of any kind, in order to take into
consideration the Gulf’s touchy cultural sensitivities.
10

6) Relevancy of Ethnicities:
Because a lot of money passes hands in the Middle East, and men with money feel they are fully
entitled to all the luxuries in life, this harbors feelings of superiority in them over people they
consider to be of a lesser class. These people they consider inferior are their servants who are
ready at their beck and call and most are usually of far Eastern decent. The region, unlike the
West, is not exposed to high income powerful far Eastern figures and business people who are
highly educated, refined, and equally cultured.
They also do not encounter many African American people and find it hard to relate to a visual of
them. It took white Americans decades to reach a point in time when they could give their black
neighbors a little of the respect they deserved. So the region is still lagging behind with this regard,
seeing that there is only a handful in the region.
And a family of blondes with blue eyes would also be representative of the West which is vastly
different from the region, making it clear that the ad was not designed for the Middle East.
WLFP Brand Ad Review
Now that the cultural sensitivities have been covered, it should be easier and straightforward to
understand the shortcomings of the When Life Feels Perfect corporate campaigns, from the point
of view of a Middle Easterner.
11

Number of offences Committed in KSA:
1) Female imagery restrictions
2) Female dress code
3) Context of setting
4) Inappropriate scenario
5) Opposite sex interaction
6) Relevancy of ethnicities
This visual would not work for Saudi of course, but for the whole GCC too.
12

Number of offences Committed in KSA:
1) Female imagery restrictions
2) Female dress code
3) Context of setting
4) Inappropriate scenario
The woman’s ethnicity works perfectly for the region. Please note, the cast does not necessarily
need to look Arab, but just be neutral looking at least. Not blonde, not black, not Asian.
The context of this visual renders it useless for the Middle East corporate selection. Even outside
Saudi, it would not work in the Gulf.
13

Number of offences Committed in KSA:
1) Female imagery restrictions
2) Inappropriate scenario
This is a beautiful ad and would work perfectly for markets such as Lebanon. This is not the case
unfortunately for the GCC and particularly the KSA.
14

Number of offences Committed in KSA:
1) Female imagery restrictions
2) Female dress code
3) Inappropriate scenario
Underdressed woman. Tight pants. Horseback riding. Enough said.
Could possibly work in Gulf.
15

Number of offences Committed in KSA:
1) Female imagery restrictions
2) Context of setting
3) Inappropriate scenario
4) Opposite sex interaction
It is precisely the couple’s “closeness” as they cuddle up in a hotel room which ruins the ad’s
prospects for the ME. Please note, without children in the picture, a couple cannot be displayed, as
there is no way of knowing whether they are married. In case you’re wondering, having children
out of wedlock is not common here.
16

Number of offences Committed in KSA:
1) Female imagery restrictions
2) Female dress code
3) Context of setting
4) Inappropriate scenario
This is yet another example on where the casting works perfectly.
The visual has passed in the GCC in publications not entering KSA.
17

Number of offences Committed in KSA:
1) Female dress code
2) Context of setting
3) Relevancy of ethnicities
Though it does not work for Saudi, it can work for the GCC. It is obvious the lady is the mother,
and since the visual is relatively zoomed out, the cast’s skin tone is a little faded/diluted and their
African-like features aren’t so obvious. Also, from afar, no body parts on the female as well as the
male are accentuated. However, due to the mother’s swimsuit, the ad lies on the borderline and
pushes the envelope. In fact, we have faced its surprising rejection in an in-flight magazine all had
expected to accept it.
18

Number of offences Committed in KSA:
1) Female imagery restrictions
This ad works everywhere in the region. In fact, it is one of the most appropriate scenarios for the
Middle East since people are very family oriented. It might even have a slim chance of passing in
publications for Saudi, but this would be taking a risk and pushing the envelope.
Please note that sometimes it takes a slight change in the staging of the photo shoot to overcome
some of the restrictions. Here, for example, we would have no problem with cast ethnicity because
of the direction they are looking in.
19

Number of offences Committed in KSA:
NONE!
We do not feel like this ad is ideal in showing a strong emotional scenario. And in a few instances,
the man smelling the flowers could be interpreted as being too in touch with his feminine side.
However, this is not a very strong enough reason to object to the ad, it passes censorship
comfortably after the retouching/removal of the female statues, and shows the glamorous setting
of FS which would appeal to the market here. Therefore, it is the best suited for running in the ME.
20

Number of offences Committed in KSA:
1) Female imagery restrictions
2) Female dress code
3) Context of setting
4) Inappropriate scenario
The purple color renders this ad unappealing to the male readers. The image is inappropriate for
the GCC as well as Saudi. All the faults are magnified by the fact that it seems like a public location.
21

Number of offences Committed in KSA:
1) Female imagery restrictions
2) Female dress code
3) Context of setting
4) Inappropriate scenario
5) Relevancy of ethnicities
This is an extremely inappropriate scenario for an ad, as if the lady sensually awaits a man lying on
an alter-like bed whilst watching the flowers in a romantic setting. This is being mentioned because
this is how the visual can be easily interpreted and misconstrued by many.
Much like the previous purple ad, the predominant pink color would put off any male readers (yet
they are attracted to the ad for “other” reasons).
22

FS Communication Relevancy
With regards to brand positioning, FS should always stand for what it does:
Delivering an experience that transcends the hotel category into a lifestyle aspiration, with an
environment and culture of personalized service capable of making life feel perfect, and capable of
making the nature of the brand inimitable, Beyond Compare.
This is a universally global positioning that works the world over, with no exception to this region,
because it addresses the universal insight that everyone in life aims for perfection. And in that
respect, by no means are Middle Easterners an exception. The positioning does not market Four
Seasons as being perfect, but insinuates that guests can have experiences when life feels perfect to
them, personally, whether they are Canadian or Qatari.
On the other hand, answering the question of whether FS advertising creative approach is relevant
to the ME market is a very tricky matter. This issue is much less clear cut and there is a thin line
between what should be done and shouldn’t be done.
What is clear is that the ads are simply not designed with this region in mind. All ads run in the ME
are adaptations of themes developed for obviously different markets. We find many ads are
developed to be relevant for Asians, and time and time again we find ourselves desperately trying
to salvage pictures and retouch them to make them acceptable for the Arab market. Needless to
say, it is not an ideal situation. Yet we’ve been managing to make ends meet so far.
So what would be required to improve the situation for the future? Do we need to go to the
extreme and give a purely local flavor to FS with a local backdrop and a local cast? We do not
recommend going all out in this direction, but we do hope to achieve more of a balance in future
Four Seasons’ regional advertising.
The Middle Eastern target of the luxury segment we are part of means that they have been
cultured and exposed to international glamorous locations, they’ve experienced the finest moments
of life abroad, and have a certain refined taste in things. Going completely local would downgrade
the internationally sophisticated and refined image Four Seasons has nurtured throughout the
years.
However, in wanting to create a stronger emotional connection and affinity with the brand we
would need to have more meaningful and relevant advertising communication. So it is extremely
important for us to jointly work together towards attaining just the right balance for the Middle
East: something with an internationally glamorous feel yet locally relevant.
23