The Address Hotels + Resorts is the first brand launched by Emaar Hospitality Group. The premium luxury hotel group has positioned itself as a choice perfect for business, leisure and group travelers. The Address has brought a fresh identity to the global hospitality and service sector by setting new benchmarks with its gracious hospitality and exceptional service standards. They launched in October 2016 a new project called the Address Residences Jumeirah Resort + Spa being built on the last available plot of land at the Jumeirah Beach Walk. Due to the real estate market not being at the best in terms of the downfall of demand, it became a challenge to create a 360 campaign that would set a new benchmark in real estate in terms of creativity, ingenuity, and effectiveness. 

 

We had to take into consideration that the marketing campaign had to create a buzz and to position the brand in shifting peoples perception by attracting high-end investors. A marketing plan had to be created to aim a niche in the market by developing a comprehensive competitive pricing strategy that would ensure strong demand in the market.

 

Our approach was to take this 360 campaign creatively, keeping in mind all media channels and media buying to be able to create awareness across all channels within the market. A strong call to action and Taglines had to be written and synched with the creative direction that I came up with. Due to fact that it will be the last plot on Jumeirah Beach walk and its unique design the project supported substantially the visualization.

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