Chestertons Polo in the Park enters the region

Chestertons MENA CEO Nick Witty speaks to Campaign Middle East about the group’s marketing expansion strategy


Chestertons, one of the world’s oldest and leading real estate advisory services, has expanded internationally with the launch of Chestertons Polo in the Park Dubai.

The group has over 30 offices in London, UK, and in time it has grown and evolved into the largest three-day polo event in the world, attracting more than 30,000 people each year.

What’s your marketing and digital strategy for Chestertons Polo in the Park’s international expansion?

After successfully sponsoring Polo in the Park London for 10 years, Chestertons Global is proud to have brough the event to  Dubai for the first time this year.

It’s a natural progression for our company, and part of our continued commitment to growing our footprint in the UAE and wider Middle East.

As the first Polo in the Park Dubai was by invitation only, our marketing and communications revolved solely around PR and media relations to raise awareness of the event and reinforce Chestertons’ business expansion here in the region.

However, with plans to ‘go public’ next year and open the event to anybody who wants to attend, we will be embarking on a much bigger marketing campaign next time round, including advertising, social media, PR and influencers.

What other promotion tactics are you using to attract consumers?

Chestertons MENA and Chestertons UK continually work closely together, drawing on each other’s expertise, sharing leads and capitalising on business opportunities.

Next year’s Polo in the Park events in London and Dubai will incorporate cross-marketing techniques to promote both events to clients here in the Middle East and in the UK.

As with this year’s event, we also plan to work closely with the Dubai Sports Council to position Polo in the Park Dubai as one of the key, world-class sporting fixtures that Dubai is famous for.

What’s the biggest challenge with advertising for international expansion?

 One of the most significant challenges is navigating cultural differences, which must be acknowledged, understood and respected to ensure that Polo in the Park – and any other marketing activity or event – is culturally appropriate and well-received here in the UAE.

 Complying with legal and regulatory requirements in a foreign country is also essential. Although sometimes a complex process, it’s vital to operate within the law to protect the business and brand.

 Logistics and infrastructure can also present challenges when taking an event overseas. From arranging transportation to finding suitable venues and hiring local staff, careful planning and coordination are essential to ensure everything runs smoothly.

 The first Polo in the Park Dubai went extremely well and highlights how, with careful planning, cultural awareness and compliance, businesses and events can successfully expand internationally into new markets like Dubai.

What influencers are you working with and what content are you creating?  

Chestertons MENA uses a variety of platforms to raise brand awareness, including social media, PR and advertising.

We also actively promote the outstanding work of our individual team members through the likes of LinkedIn, Facebook and Instagram to create a personal touch so that clients can put a face to a name when they meet our people in person.

Under our proactive approach to creating user-generated content, we are stepping up our social media presence as part of our comprehensive marketing strategy for 2024.

We will bring the brand to life and create awareness in the UAE and internationally by focusing on personal, engaging content.

As a result, next year’s Polo in the Park event in Dubai will feature some of the city’s most respected influencers and personalities, ensuring a unique and unforgettable experience for attendees.