Dubai: the next big property market?

Dubai Property Show
Challenges

The inaugural Hong Kong edition of the Dubai Property Show sought to engage the greater China market in a conversation on property investment in Dubai. As a new concept to the local markets, we needed to educate target audiences on the relatively new yet highly lucrative property offerings in Dubai to ensure that they stood out in the competitive overseas property market.

Approach
  • Positioned Dubai as an emerging property market that Hong Kong and Chinese investors had previously overlooked.
  • Research and insights into key market facts and figures allowed us to convince media that Dubai investment is a not-to-be-missed opportunity – and a very hot topic in the property world
  • Strategically planned and implemented a FAM trip to Dubai with prominent property media to cover large-scale projects of top developers ahead of the exhibition, generating pre-show exposure
  • Arranged a media roundtable two weeks prior to the event to enable intimate dialogue with leading industry figures
  • Balanced media attention amongst key sponsors to increase angles and talking points while making sure each obtained sufficient media exposure, which was essential for the client’s long-term relations with exhibitors
Outcomes
+50
Hong Kong, China and Macau media attended events
Newspaper
+130
stories published in Greater China
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