Msheireb Properties' Msheireb Downtown Doha district.Msheireb Properties, a leading sustainable real estate developer in Qatar, has revealed details about its ‘Where Heritage Meets Innovation’ campaign.
Msheireb Properties challenged its Doha-based PR agency, BLJ Worldwide, to shift public perception from that of a traditional developer to a visionary creator of lifestyle ecosystems, while driving occupancy, footfall and commercial uptake across its portfolio.
With less than 5 per cent of the budget spent on paid media, the campaign focused on strategic storytelling, high-profile events, and owned platforms.
Drawing on Msheireb’s unique fusion of Qatari tradition and modern technology, the team developed the overarching theme ‘Where Heritage Meets Innovation’.
By leveraging traditional and digital media, influencer collaborations, partnerships and speaker opportunities, the campaign reached target audiences, with structured content calendars ensuring consistency while leaving space for live events and activations.
Since its launch, the campaign has built considerable momentum with each cycle. The objectives, initiatives and impressive results detailed below reflect just the last 12 months alone, demonstrating the campaign’s most recent performance period.
Success of the Msheireb Properties campaign
Working closely with Msheireb’s internal team, BLJ Worldwide aimed to revolutionise Msheireb’s entire approach to communications through a cross-channel strategy that expanded the company’s outlook, from traditional media relations to high-level thought leadership, comprehensive corporate communications support, stakeholder engagement, smart amplification, and robust crisis management protocols.
This included a deep-dive into Msheireb’s diverse portfolio, which includes a revitalised downtown district (Msheireb Downtown Doha or MDD), cultural museums (Msheireb Museums), a creative design hub (Doha Design District or DDD), and a luxury wellness resort (Zulal Wellness Resort).
Key objectives included increasing media coverage by 40 per cent, stakeholder engagement by 25 per cent, and driving commercial performance across all developments. Initiatives such as the Sidra Café Series and The Echo of Lost Innocence exhibition generated hundreds of media hits, millions in reach and significant foot traffic.
Zulal Wellness Resort gained coverage in Condé Nast Traveler, Travel + Leisure, and Tatler, while the Msheireb Innovation by Design Summit positioned DDD as a creative hub, with more than 102 media hits and 450 million reach in 48 hours.
Dr. Hafiz Ali Abdulla, Senior Director of Corporate Communications, Msheireb Properties, said, “BLJ Worldwide understood our vision to transform our entire portfolio from individual properties into an integrated ecosystem where heritage meets innovation. Their strategic approach established Zulal as MENA’s premier wellness destination, transformed our museums into commercial catalysts, and positioned DDD as the region’s creative hub.”
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Abdulla added, “When commercial occupancy reaches 94 per cent, Zulal achieves more than 95 per cent guest satisfaction, museums drive 35 per cent increased visitorship, and we win multiple international awards, that’s strategic communications delivering transformational business value across our entire portfolio.”
Additionally, by integrating the company’s communications activities – such as publicising earned media hits through the CEO’s LinkedIn page – BLJ Worldwide increased reach and ensured that Msheireb was perceived as a thought leader within its field.
Senior leadership spoke at international platforms including the UN World Urban Forum and Smart City Expo, elevating Msheireb’s profile globally. Overall, the comprehensive communications approach delivered 5,365 pieces of coverage with 4.02 billion reach – a staggering 285 per cent above target and 92 per cent positive coverage.
Also, it witnessed measurable commercial results: MDD occupancy rose from 84 to 94 per cent, museums welcomed 35 per cent more visitors, Zulal maintained guest satisfaction above 95 per cent, and DDD saw a 28 per cent rise in tenant applications.
Visitor numbers to Msheireb Downtown Doha reached 15 million in 2024 (up 66 per cent), with Qatar National Day celebrations drawing more than 380,000 attendees. The campaign also secured 15 industry award wins, up from seven the previous year.
Hatim Aboussid, Senior Account Manager, BLJ Worldwide, said, “Our work with Msheireb Properties was truly rewarding because they trusted us with such an ambitious challenge. When you’re working with minimal paid media budget in a competitive landscape, it pushes you to think differently and get creative with storytelling, and we’re grateful that they embraced our holistic approach, and allowed us to create genuine synergy across their diverse portfolio.”
Aboussid added, “Weaving together their heritage-innovation narrative across museums, wellness resorts, design districts and urban developments into one cohesive story has been an exceptional experience, and it’s rare to find a client so committed to authentic, culturally rooted communications. The results are testament to what’s possible when strategy meets genuine partnership.”
What set this campaign apart was its ability to generate synergy across four very distinct sectors while maintaining comprehensive corporate communications and crisis management frameworks. Cultural programming drove commercial outcomes, wellness coverage inspired creative-sector interest, and design awards expanded media visibility, with each segment amplifying the others.
Owned platforms ensured engagement beyond the campaign cycle. Integrated storytelling, multi-channel collaborations, curated events, and strategic corporate communications support delivered tangible results, increased foot traffic, enhanced media visibility, and strong audience engagement, setting a benchmark for future campaigns.
CREDITS:
Client: Msheireb Properties
Creative and PR agency: BLJ Worldwide
