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360 Strategy and Communication for Real Estate Brand

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Integrated Communication and Business Development for US1.7Billion Salam Yiti, Integrated Resort Development in …

Integrated Communication and Business Development for US1.7Billion Salam Yiti, Integrated Resort Development in
Oman by Sama Dubai, part of Dubai Holding

Published in: Real Estate

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  • 1. Client Success Story
    – Brand Development and Launch Communications of a
    Real Estate Brand
    Click here for some music to go along…
  • 2. Salam Yiti, Sama Dubai, Dubai Holding
    My role with Bluegill
    Project Director representing the agency
     
    Locally Produced Global Real Estate Brand
    First Destination – Salam Yiti
    Salam Yiti, a US1.7Billion Integrated Resort Development in Oman by Sama Dubai, part of Dubai Holding, is a joint venture with the Oman Ministry of Tourism. A new real estate brand, “Salam Resorts & Spa” established Sama Dubai’s global reputation for innovation, excellence and vision to create integrated resort communities worldwide. Each Salam aims to deliver a luxurious and authentic local experience; inspired by the unique site assets of its outstanding strategic location. The first destination - Salam Yiti - offers a combination of three exclusive luxury resort experiences within one project: beach, spa and golf & mountain resorts. Yiti was handpicked; nestled between Oman's dramatic Al Hajar Ash Sharqi Mountains and the pristine beach, covering 420 hectares of land and rises as high as 140 metres above sea level.
  • 3. Salam Yiti, Sama Dubai, Dubai Holding
    Action
    The first challenge was to paint a global vision of Salam is. We built the Yiti brand around the idea of what Salam is – an integrated resort community that is uniquely defined by two elements –location and the local experience. We then built a visual system that will allow all Salam’s to be defined universally by embracing the two USPs at all times, yet injecting the local experience. We also shared an initial brand-led innovation framework that ensures that each Salam venture protects the Salam brand and that leverages Sama Dubai as a critical brand asset.
     
    Brand Campaign
    We developed an integrated brand campaign that positioned Salam Yiti as a luxury resort city that delivers an exclusive lifestyle within an authentic Omani experience. We created the brand language, communications style, packaging and all brand applications for Salam Yiti.
     
  • 4. Salam Yiti, Sama Dubai, Dubai Holding
    Results
    The launch ceremony was attended by HH Sheikh Majed bin Mohammed bin Rashid Al Maktoum. Yiti was voted as 'Destination of the Year 2008' by renowned Vogue magazine/Conde Nast publication, Oman's lush wadis, diverse landscape and rich culture attract a consistent stream of eco-tourists. Sama also announced that $2bn Salam Yiti project will generate more than 2,000 jobs, while contributing substantially to tourism development in Oman.
  • 5. Research &Messaging
  • 6. 3 distinct residential market segments were identified
    • Omani Nationals / expatriates will constitute the bulk of primary home buyers, while Britons and Europeans will constitute nearly half of second home buyers.
    Buyers of Residential Units
    Investors 40%
    Second home buyers 25%
    Primary home buyers 35%
    Origin:
  • 7.
  • 8. CHECKLIST FOR THE CREATIVE TEAM1. ‘enjoyable’, not ‘experiential’. Allude to the experience.
    2. Salam brand USPs: Uniquely located, global and luxury
    3. Sama Dubai 6 guiding principles: best practice, best people, best companies, strong local partners, highest quality, CSR
    4. Addresses key motivators for the 3 target audiences:
    investors, 2nd home buyers, primary home buyer
  • 9. CHECKLIST FOR THE CREATIVE TEAM 5. Tackles the negative perceptions:
    a. perceived distance from Muscat & the airport
    b. excessive scale/density of master plan
    c. absence of unique offering compared to competition
    d. environmental concerns [damage]
    e. density of existing yiti village
    f. late delivery expectation
    6. Tackles the mixed opinion
    a. traditional architecture a negative for Omanis, a positive for
    Expats
    7. Addresses amenity expectations/preferences
    a. Most impt for Omanis: mosque, medical, souk, shopping, green
    b. Most impt for Expats: pool, beach, green, eco, sports, transport
    8. Tagline:
    a. Combination of what Sama represents
    - Tagline:’Reaching for the sky’
    - Intepretation: figurative sense, conventional limits of quality
    service and design, dynamic, ambitious, premium, distinct,
    timelines concepts
    b. With what Salam represents
    - Tagline: none
    - Logo rationale - water ripple effect from white
    stone / key message of harmony
    and peace, luxurious, authentic
    local experience
    c. The tagline should not just emphasise Salam Yiti’s residential and holiday experience
    d. X is a tagline that represents (a) and (b), not Yiti (project specific)
    9. No reference to the word resort
    10. Defines the Salam brand -allow Yiti to talk with relevance to phase 1/2 target markets
    11. Phase 1:
    a. Talks with relevance to sell 150 hilltop villas,
    townhouses and apartments
    b. Addresses the 5 components of Yiti:
    - Garage
    - Neighbour
    - Balcony
    - Garden
    - Grocery Store - Souk
    12. Images used relate to residence, not hotel of resort
  • 10. Ads
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Brand Brochure
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23. Hillside Brochure
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. ContactSatvinder SandhuBluegill Communicationshttp://www.linkedin.com/in/satvinder6Skype: bluegill.communicationsMobile +971 50 508 1969www.blue-gill.comsatvinder.sandhu@blue-gill.com