BOULEVARD at Jumeirah Emirates Towers

The Boulevard is a retail and lifestyle precinct located at Jumeirah Emirates Towers and is home to high-end luxury brands including Armani, Cartier and Bulgari amongst others.

As other malls opened in the vicinity, The Boulevard wanted to re-establish itself as the original purveyor of luxury lifestyles.

The Agency developed a strategic creative platform around 'Protecting Luxury' and produced four print ads with the twin towers symbolised as the two body-guards seen in the main visual, alluding a sense of protection that the uber-premium clientele value so much and enjoy at The Boulevard.

Al Maha Desert Resort & Spa

Al Maha Desert Resort & Spa is one of the region's first conservation-led resorts and has consistently won awards of international repute over the past decade.

As its sister property opened in Australia in October 2009, it was felt that the property needed to refresh its own core experience proposition and the Agency developed a campaign which juxtaposed contrasting benefits to subtly touch upon the benefits of the resort experience.

The overall communication platform leverages the remote location, intimate size and superior standards of service through emotive copy and compelling property visuals.

Dnata Summer Campaign

Summer is a key period for outbound travel from the UAE. The intense heat coupled with school breaks has led to a tradition of residents leaving for extended periods of time and a large number of UAE nationals also tend to travel to Europe, Far East and the Americas during this time.

Therefore, Dnata Travel launched a tactical promotional summer campaign that offers free stay for children with paying adults, free nights based on number of nights booked across various properties and special airfares to over 345 cities. An overriding incentive of a cash reward was also introduced.

Dnata Travel enjoys strong brand recognition based on its corporate colours as it’s livery is visible across the vast business landscape. The Agency developed an advertising template where Dnata’s vibrant green colour dominated the creative and a simple yet impactful typographic treatment emphasized the core offer in the headline.

Three distinct ads were created, each addressing the specific target audience

Al Hadeerah

Al Hadeerah is Jumeirah Bab Al Shams' signature Arabic theme restaurant offering a truly authentic desert experience. The restaurant is able to seat 500 and offers sumptuous dining along with Arabian entertainment and an insight into the Bedouin lifestyle making it a truly wholesome experience.

Communicating that Al Hadeerah is more than just another Arabian restaurant competing with a myriad of similar restaurants was the challenge posed to the Agency. Furthermore being a 45-minute drive from the city, tempting visitors with just dinner was not going to be enough.

A visual mnemonic that represents much more than just a dining experience was created to support the ‘Amazingly Arabian’ positioning thought. Capturing the sense of awe and amazement that the restaurant evokes as guests walk through and discover the wonders of the spice souk, heritage village, live entertainment selling and cultural extravaganza to be a true ‘Feast for the Senses’.

Jumeirah Emirates Towers Business Lunch

Jumeirah Emirates Tower's is home to a wide variety of dining concepts. To ensure these are maximised during off-peak hours, a business lunch promotion was launched targeting diners from the Sheikh Zayed Road business district as well as DIFC.

With time being a critical resource in most executives' days, the idea of a quick lunch at highly affordable prices was the key inspiration behind the visual of a watch face with the hands represented by cutlery. A clever double entendre targeting business executives in the headline invited diners to make the most of the low prices as well as potentially bring clients along.

VU's Cheese Festival

Located on the 52nd floor of Jumeirah Emirates Towers, VUs offers incredible views of the city and is one of Dubai’s premier fine-dining outlets.

The Agency was briefed to promote a cheese tasting event by renowned French cheese-maker, Philippe Olivier. The event was later extended to include The Agency,
a wine-bar in the Boulevard at the foot of the Emirates Towers.

A visual device that involved building an instant association between cheese and the venue and also effectively position it as a fun event that was open to all, as opposed to being a starchy exclusive affair; was created. The agency was responsible for all aspects of the campaign from conceptualisation through to photography and retouching.