The Residences
Building upon a collection with a difference
Why?
Insight
Building a collection –
Brash worked with the Omniyat and Dorchester Collection, to help market a luxury super prime development in Dubai. The Residences, which is linked to The Lana hotel, was the Dorchester Collection’s first-ever venture into the MENA region.
Upon starting, it was clear to us the brand needed to be linked to One Palm. (The sister development situated on Dubai’s iconic Palm Jumeriah.) As such, we needed to craft an overarching strategy for Dorchester Collection in Dubai and then individual value propositions for the separate properties.
As Dorchester Collection’s MENA debut, The Residences set a new benchmark in branded living, seamlessly blending ultra-luxury hospitality with lifestyle-led design.
What?
Idea
The Difference –
We crafted a positioning for The Residences, built around the property being a Dorchester Collection first. This laid the foundation for the key messages that were set against the value-adds and proof-points of the overarching shared brand.
With the conversation shifting to compelling lifestyle benefits, experiences, moments and reasons-to-buy. We then created tools for cascading this solution to sales agents, and a full customer journey for embedding it into the sales centre experience.
Why?
Impact
Repeat business –
Sales have since exceeded expectations at both developments, and Omniyat has now returned to us to commission new brands for a third and forth development.
