Viola’s Events and PR divisions combined their skills to create a unique experience for invitees to the specialised launch of Reem Hills, the luxury gated community on Reem Island billed as the destination of choice for high net worth homebuyers in the capital.
The event brief was to emulate the unique masterplan design of the Reem Hills’ layout resembling a winding ribbon of hillside homes nestling between the city and the sea. Viola was inspired to create an event that technologically reflected the uniqueness and flexibility of such an unusual development that was suitable for a target audience of VVIPs, VIPs and C-suite senior management.
For this event, the overall concept was ‘touchless’, in that while restrictions were beginning to ease in a post-Covid world, certain precautions were still important in order to prevent a return of pandemic circumstances. Viola created a touchless ring sensor that not only allowed the event to proceed, but also generated an impact among audience members. Achieving non-tactile functions gave a real-world twist to the reveal and launch of Reem Hills, highlighting its futuristic qualities. At the same time, giant video screens surrounding the audience depicted imagery that featured design elements of the development, and was in turn synchronised with choreographed dancers, creating a dynamic piece of entertainment that was constantly interacting with the screens’ displays.
Viola PR added extra support to the event by creating PR content that included pre-event support, VIP invitations, launch release, post-event and follow-up content for interviews and feature articles, supported by a burst of social media posts. This also involved creating the narrative and key messages development, securing media outlets to cover the event eliciting more than 32 news articles of coverage in both English and Arabic with a reach of around 2.8 million, and providing on-ground support during the event.
