Project Description

EMIRATES PALACE MARINA – Launch Campaign ignites interest from investors

Challenge

On completion of the Emirates Palace Marina, the first of its kind in Abu Dhabi and the region, the owners Etihad Towers faced a challenge; how to attract potential berth holders to the new marina and promote sailing within Abu Dhabi?

Solution

Pindar Partners worked with the communications team at the Jumeirah Hotel and developed a promotional plan wholly centred around the joy of sailing. A Volvo 60 sailing yacht with Etihad Towers’ logo on the main sails was brought to the marina and a series of “champagne at sunset” sailing was arranged for the hotel’s VIP guests along with a programme of daily sailing for high-net-worth individuals interested in investing in berths.

Some guests were collected from their Eiffel Yachts and brought to the marina, including Russian oligarchs. Sporting Stars including Wimbledon’s Tim Henman also experienced the sailing whilst visiting Dubai.

A further yacht was branded with Etihad Towers and taken to the start of the prestigious Volvo Ocean Race; a prestigious launch campaign for this elite marina destination.

Results

Thanks to a highly effective launch campaign, Emirates Palace Marina is a vibrant and thriving marina suitably described as “the most exclusive haven for the region’s most glamorous prívate yachts and water sport activities”.

  • The Jumeirah Hotel was able to offer exclusive sailing experiences to its guests, which fitted perfectly with its 5- star offering
  • Abu Dhabi’s marina was introduced to the affluent global sailing community at the start of the Volvo Ocean Race
  • Potential investors enjoyed exclusive sailing and experienced a marina lifestyle; a wonderful way to promote berth opportunities