Some places impress, but Al Zorah City in Ajman amazes. And that’s the problem! It’s so good that its residents are trying their absolute best to keep it a secret. But with every nonchalant attempt to downplay how incredible Al Zorah City is, it only sounds more irresistible.
Al Zorah City, a premier luxury coastal destination in the Emirate of Ajman, has launched its latest brand awareness campaign, ‘The UAE’s Best-Kept Secret’.
Developed in partnership with creative agency We Are Social, the 360 lifestyle campaign shifts the focus away from traditional real estate sales pitches to highlight the authentic, lived experiences of the people who call Al Zorah home.
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The campaign launched as a 360-degree lifestyle brand campaign with a strong digital-first backbone of hero films rolled out across YouTube, TikTok, Instagram and Facebook; radio spots aired on the ARN network to extend reach into mass awareness; and digital cut-downs and stills were adapted for paid social and online display.
Social and video platforms enabled immersive storytelling and emotional discovery, while radio supported mass reach and frequency for broad awareness. Also, resident-led storytelling built authenticity, trust and relatability while the overall 360-degree rollout balanced high-impact awareness with credibility and cultural relevance.
These channels were chosen to mirror the campaign’s core idea: making Al Zorah feel like a word-of-mouth recommendation rather than a traditional sales pitch.
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The primary goal was to position Al Zorah as a premium yet undiscovered lifestyle and leisure destination, a hidden gem in the UAE. The mandate focused on driving awareness, curiosity and emotional connection rather than short-term sales, shifting perception from a real-estate-led destination to a holistic lifestyle experience rooted in nature, calm and exclusivity.
While many regional developments sell a vision of the future, Al Zorah City is already a thriving reality. Boasting an ecosystem of mangroves, pristine beaches and world-class amenities, the destination has remained a relatively untapped gem.
To bridge this gap, the campaign utilises resident-led storytelling to position Al Zorah as a sanctuary of natural beauty for those looking to escape the chaos of the city… without ever stepping away too far from it.
“Al Zorah is more than just a place on a map; it’s a feeling of finally being able to breathe,” said Aurelien Fonteneau, General Manager at We Are Social. “They have spent years building a sanctuary of calm and nature, and we felt it was time to share that story, even if their residents would prefer we kept it a secret! This campaign is about showing the UAE that you can have luxury, world-class amenities, and total serenity all in one place.”
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The campaign targeted key audiences, including UAE-based high-income professionals and decision-makers; young families seeking calm, nature-led living environments; affluent couples and lifestyle movers; wellness, golf and eco-lifestyle enthusiasts; real estate buyers looking for long-term value in boutique coastal communities; as well as urban dwellers seeking a serene escape without leaving the UAE.
The brand awareness campaign is structured as a three-month continuous flight, independent of short-term promotions or sales offers, allowing sufficient time to build sustained awareness, frequency, and narrative momentum.
Jack Rogers, Associate Creative Director at We Are Social, said, “We’re thrilled to help Al Zorah City tell its story. Our goal was to capture the ‘if you know, you know’ energy of the destination. By letting the quiet moments – the mangroves, the beaches, the traffic-free streets – speak for themselves through the eyes of those who live there, we’ve created a campaign that feels less like marketing and more like a recommendation from a friend.”
The success of the campaign is being measured across both quantitative performance and qualitative brand impact, including brand awareness and reach; engagement and consideration; as well as brand Impact and PR.
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CREDITS:
Campaign: ‘The UAE’s Best-Kept Secret’
Client: Al Zorah City
Salim Fleifel – Chief Commercial Officer
Majd Kabakibi – Senior Marketing Executive
Fadi Sadeddin
Creative agency: We Are Social
Jack Rogers – Associate Creative Director
James Young – Associate Creative Director
Shohret Ragab – Copywriter & Content Specialist
Zaina Manegar – Junior Designer
Yasmin Alaa – Account Manager
Moaz Maamoun – Senior Account Manager
Ahmed Kamel – Account Executive
Mahmoud Alsayed – Social Media Executive
Dalya Faris – Account Director
Aurelien Fonteneau – General Manager
Production: We Are Social in-house production team
Hamid Baabde – Director/DOP
Shreyak Bopanna – Post-Producer
Christian Gacal – Producer
Alex Bianchin – Production Director
Print: AI-xe-cute by We Are Social
Jadhesh Prakash – Creative Technologist
Lakshmi Menon – Project Manager
Sooraj Thazhath Rayorath – Head of Innovation
