Chevrolet signs Raha Moharrak as brand ambassador

Molly Peck, chief marketing officer of General Motors Middle East and Saudi mountaineer Raha Moharrak.
Updated 29 August 2018
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Chevrolet signs Raha Moharrak as brand ambassador

Chevrolet Middle East has signed Raha Moharrak, the first ever Saudi woman to climb Mount Everest and the seven summits, as the company’s brand ambassador in the Middle East. Moharrak made history when she became the first Saudi woman and youngest Arab ever to summit the world’s highest mountain in 2013, an achievement she accomplished when she was just 27. 

Molly Peck, chief marketing officer of General Motors Middle East, said “We are extremely proud to have Raha on board the Chevrolet Middle East team, Raha is a dynamic and driven young Arab woman whose personality not only complements the Chevrolet brand but also embodies Chevrolet’s mantra of Finding New Roads, pushing boundaries and challenging the status quo.” 

Moharrak’s inseparable love for altitude began after she summited Africa’s highest peak, Mount Kilimanjaro. In addition to Mount Everest and Kilimanjaro, she has conquered a total of eight of the world’s highest and most challenging mountain tops, including Vinson Massif in Antarctica, Mount Elbrus, the highest peak in Europe, as well as Aconcagua in the Argentinian Andes. Moharrak has also been on a total of 14 expeditions and currently holds 12 different records. 

A self-described “accidental role model,” Moharrak has inspired both women and men of all ages in the Middle East by pursuing her passion for mountain climbing, adventure sports and proving that she could, where others tried to convince her that she could not. 

“I am thrilled to start working with Chevrolet Middle East as their regional brand ambassador,” said Moharrak. “I’ve always been unapologetic about who I am and that has allowed me to pursue my passion in mountain climbing and exploring the world’s most remote regions. It has also allowed me to inspire people to be who they are, relentlessly, and I’m very excited to work closely with Chevrolet to create content that will continue to inspire others to push their own boundaries and take the road less traveled,” she said. 

A graduate of the American University of Sharjah, Moharrak currently works in the UAE as a graphic designer and art director for a global marketing firm. When she is not working, summiting the world’s highest peaks, or training for her next expedition, she can also be seen participating at public events around the Middle East as a key note speaker. 


Almosafer Academy to hone next-gen travel advisers

Updated 21 September 2019

Almosafer Academy to hone next-gen travel advisers

Almosafer, an omni-channel travel brand in Saudi Arabia, celebrated the launch of Almosafer Academy, which offers a 10-week specialized recruitment program focused on shaping a new generation of Saudi male and female travel advisers. The inauguration ceremony was held at a state-of-the-art facility in Riyadh and was attended by senior officials from the company as well as several VIPs and stakeholders.

With the rollout of 25 new interactive stores across the Kingdom by the end of this year, Almosafer is utilizing the academy to equip passionate Saudi nationals with the skills and industry knowledge they need to succeed and grow as travel consultants within the company. Forty-eight Saudi recruits from key cities such as Riyadh, Jeddah and Makkah, will begin the program this month, with a female-to-male ratio of 56 to 44 percent.

The program will entail various familiarization trips to top destinations identified by Almosafer as well as dedicated destination training sessions delivered by tourism boards and travel specialists, including VisitBritain, Dubai Tourism, Mauritius Tourism Promotion Authority, Azerbaijan Tourism Board, Bahrain Tourism and Exhibitions Authority as well as Experience Hub — the trade and promotion arm of Yas Island Abu Dhabi.

Fahad Mohammed Al-Obailan, VP retail of Almosafer, said: “At a time when global travel brands are scaling back on a brick-and-mortar presence, it’s very exciting to have the opportunity to give the brand a physical presence that works in perfect synergy with our other channels. With 50 new retail outlets scheduled to open in key cities across the Kingdom by Q1 2020, we believe that having the option of booking travel face-to-face with a specialized travel adviser will enrich customers’ experience and help them find tailored packages to suit their every need. 

“Almosafer Academy is an integral part of our retail transformation as we are immersing Saudi talent in intensive and specialized training that will give them the knowledge and skills to help customers make the right travel decisions.”

Sofia Santos, GCC country manager at VisitBritain, said: “We are excited about our collaboration with the Almosafer Academy, and the opportunity to be part of training the next generation of Saudi travel advisers. Most Saudi travelers are familiar with London. We will use this opportunity to showcase hidden gems in London and less well-known areas beyond London, such as the Cotswolds and Lake District.” 

Abdulla Yousuf, acting director, proximity markets at Dubai Tourism, said: “We’re giving graduates from Almosafer Academy the opportunity to visit and experience Dubai’s ever-changing choice of tourist attractions, landmark hotels and world-class restaurants and shopping destinations.”

Sevinj Zeynalli, director of international market management at Azerbaijan Tourism Board, said: “Educating Almosafer’s new recruits about our country will not only help raise further awareness around it as a tourism destination but will also boost inbound tourism from Saudi Arabia to Azerbaijan.”