Launch of Jabal Omar Address Makkah Hotel in KSA

Having crafted launch campaigns for several hotels in the Address Hotels + Resorts portfolio, Eleven777 immediately rose to the challenge when called to assist Emaar, the pioneer of premium luxury hospitality in the UAE, to spread its wings in the GCC region with the launch of Jabal Omar Address Makkah in Mecca, Saudi Arabia. This venture was special in more ways than one, given its location in the heart of one of the holiest cities in the world.

Key deliverables: Email campaign, print ads, launch video, outdoor advertising, sales collateral

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Our approach

Harnessing our intricate knowledge of the brand’s proposition as well as our ability to empathise with diverse cultural sensibilities, we began conceptualising a fresh approach that would enable the Address Hotels + Resorts brand to craft the same distinguished reputation it enjoyed in its home country, the UAE. Considering that the primary market for the residences is predominantly adult Saudi males, we leveraged the idea of legacy and prestige in both to highlight the property’s appeal as a valuable investment for future generations. As is often the case with properties that are still undergoing development, no photographs or footage of the actual development were available to us. Having been faced with this challenge several times before, we were able to use our fine-tuned process to communicate the residences’ eminence, whether in terms of their location, or the iconic lifestyle proposition they offered, through accurate photographic composite visuals and powerfully evocative copywriting.

Campaign Executions:

• Advert
 Outdoor advertising - still and animated
 E-Direct Mailer
 Video
 Sales Presentation
 Backdrops