Background

Cityland Mall is a single-level shopping complex will have 1.13 million sq.ft. of leasable space with a colossal green reserve at the mall’s core. The well-rounded shopping ‘destination’ pioneers a new trend in family entertainment where superior retail experience meets ecological preservation, sustainable design, and interaction with nature. Cityland Mall expects an annual footfall of up to 12 million visitors and will tap into the year-on-year rising tourist visits to the city.

Challenge

To launch another shopping center in Dubai, a city full of malls, entertainments centers etc.

Approach

To familiarize media with the USPs of the new mall and highlight the fact that it is the first UAE nature-inspired mall.  The agency also leveraged a proactive communication approach taking into account project milestones, retailer partnerships and industry perspective from the CEO to build awareness with media.

Outcome

  • Engagement with dailies, business, construction and retails media across UAE and region
  • Spokesperson interviews with key publications – Al Khaleej, Al Bayan, Khaleej Times amongst others.
  • In 6 months, the agency generated 180+ press clippings with more than $664,550 ad value and $1,993,650 PR value

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