DAMAC Properties launched its Capri One at DAMAC Riverside Views in August, accompanied by a multi-channel marketing strategy, running through September.
Through a cohesive marketing strategy that encompassed out-of-home (OOH), digital and social media, press and media relations, on-ground events and CRM and direct marketing, the property sold-out at the launch event on 27 August.
“As Dubai continues to evolve, so do we, shaping its skyline with homes that are not just iconic but intuitively designed for how people truly want to live,” said Amira Sajwani, Managing Director, DAMAC Properties.
“DAMAC’s strategy for Capri One is to position it as part of Dubai’s first riverside residential community, emphasizing a wellness-focused lifestyle,” she added. Additionally, Damac’s main target audience for this project was “first-time home buyers looking for affordable luxury,” she explained, specifically “young couples seeking stylish, wellness-centric homes and investors attracted by strong price points.”
Therefore, the campaign was designed to highlight the property’s:
• Attractive payment plans (as low as AED 2,499/month).
• Wellness-driven amenities (Zen Spa, essential oil lakes, floating opera, hydroponic farm).
• Strategic location near Expo 2020 and Al Maktoum International Airport.
The property was marketed to buyers through OOH campaigns around Dubai Investments Park/Expo corridor, digital and social media via DAMAC’s official handles, press and media relations through leading UAE and regional publications, on-ground events such as the unveiling at Madinat Jumeirah for brokers and media and CRM/direct marketing leveraging DAMAC’s database of buyers and investors.
Explaining why this strategy was employed, Sawjwani said: “OOH ensures visibility to residents and investors frequenting Dubai’s new growth corridor. Digital/social allows precise targeting of first-time buyers and young couples.”
Furthermore, “PR and media adds credibility and strengthens awareness in the UAE and globally, while events create exclusivity and trust with brokers and investors,” she added.
Overall, the campaign aimed to highlight DAMAC Properties’ diverse real estate portfolio by cementing its offerings in wellness-anchored lifestyles to home-buyers in Dubai.
