Developer launches major ad campaign

Leo Burnett Dubai has launched a major advertising campaign for Dubai Properties after being selected as the developer's lead brand agency.

The agency has created pan-Arab, print, television and outdoor campaigns for the Dubai Properties corporate brand and its multi-billion-dollar Business Bay project, which is located between the city's Sheikh Zayed Road and Emirates Road.

The move follows a competitive pitch earlier this year by Dubai Properties, which saw Leo Burnett beating off competition from four other agencies, including the previous incumbent Impact BBDO.

Leo Burnett's brand work will focus on a campaign that will emphasise the developer's commitment to a 'journey of excellence' and its ability to create unique environments for its customers.

The Business Bay campaign, meanwhile, will emphasise the fact that the 64 million square foot development will be a location where businesses from different sectors can base themselves and be successful.

Kamal Dimachkie, managing director of Leo Burnett Dubai and Kuwait, said: "This is a fascinating time for the property market in Dubai with myriad challenges. With a new development being announced every other day, how do you create a brand which will stand out and stand the test of time?

"I think for the team at Leo Burnett this is what we do best - that is create brands which are enduring and not just create awareness. This is what defines us as an agency and so we are very excited to be part of this campaign with Dubai Properties."

Nizar Khoury, chief marketing officer of Dubai Properties, said he was impressed with the agency's ability to think outside of the box.

"We are happy to have them represent us in one of our most important developments and in highlighting our overall corporate brand," he said.

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