Jumeirah Marsa Al Arab launch by AKQA highlights ‘transformative luxury’

Jumeirah Marsa Al Arab has revealed details about its launch campaign, which intended to position the resort at the centre of cultural conversation​.

The campaign’s key objective was to elevate and redefine guest expectations of luxury hospitality into one that transcended tradition to create an experience that was deeply personal, sensorial and emotionally resonant.

Through a multi-phase, and multi-channel global launch strategy, the campaign targeted key international markets, including Russia and the Commonwealth of Independent States (CIS), the UAE, Saudi Arabia, UK, US and Europe.

Rollout of the Jumeirah Marsa Al Arab launch campaign

Leveraging a comprehensive 360-degree marketing mix, the campaign was strategically executed across a mix of high-impact channels, targeted platforms and premium placements, including social media, digital and programmatic platforms, luxury fashion, lifestyle and travel print publications, as well as targeted OOH including airport lounges, and private jet terminals.

The strategic foundation was established by the Jumeirah team. AKQA led the creative vision, while electriclime°, under the direction of Pabz Alexander, brought the campaign to life. Magna was responsible for the global media buying strategy, while Havas Middle East led the social media engagement strategy.

AKQA positioned the brand at the intersection of the surreal and the sensory, the tangible and the ephemeral — a place that isn’t described, but deeply felt.

The campaign was further amplified by a robust public relations and communications strategy, along with hosting exclusive in-market events across the US, India, Europe, and the GCC. By actively engaging the brand’s partners — including media, trade, key opinion leaders (KOLs) and influencers, the campaign secured extensive coverage and generated strong buzz.

Strategic thought behind the campaign

Rather than relying on overused tropes of crystal-clear waters, architectural marvels, the campaign embraced the idea that the most unforgettable experiences aren’t the ones you can describe, but the ones that leave you speechless. It intended to react to key questions:
* What if luxury wasn’t about what you see, but what lingers?
* What if the best moments weren’t defined, but felt?
* What if time stretched, blurred, and rewrote itself – turning fleeting experiences into lasting memories?

Moving beyond the conventional, the campaign’s vision was to craft a narrative where luxury is not just aspirational but transformational. This approach, thus, embraced a visual language, intending to balance opulence with restraint, serenity with vibrancy, and emotion with surprise.

Rather than simply showcasing the resort, the campaign highlighted the transformative moments that define true luxury — where every touchpoint, every detail, and every stay becomes an unforgettable memory.

The campaign aimed to capture moments as though they were already memories — glimpses of an experience that lingers even after it has passed. More than just a place to stay, Jumeirah Marsa Al Arab was positioned as a place that imprints itself on you — where a single glance, a single breath, a single touch lives on.

By refusing to be confined to traditional benchmarks, Jumeirah Marsa Al Arab aimed to redefine luxury as an experience rather than a category.

Success of the Jumeirah Marsa Al Arab launch campaign

The success and impact of the campaign are being measured across key performance indicators at different stages of the customer journey, including:

• Awareness: Evaluated through reach, impressions, views, and video completion rates, ensuring maximum visibility and engagement across our key global source markets.
• Consideration: Measured by impressions, clicks, and click-through rates (CTR) to assess audience interest and intent to book.
• Conversion: Tracked through conversions, revenue, and return on ad spend (ROAS), providing insight into the campaign’s direct impact on commercial objectives.

The initial market reaction to the campaign has been overwhelmingly positive, exceeding expectations across all key objectives, the brand shared in a statement to Campaign Middle East, adding that the campaign has generated significant interest in Jumeirah Marsa Al Arab and audience response has been highly enthusiastic, reflecting excitement and anticipation for the resort’s opening.

CREDITS:

Client: Jumeirah

Creative agency: AKQA

Production and direction: electriclime°,

Media agency: Magna

Social media engagement strategy: Havas Middle East