Background
Bahrain Bay is a $2.5 billion redevelopment of Bahrain’s centre which will form a man made island in the Persian Gulf, connected to the city of Manama by two road bridges. Presided over by CEO Bob Vincent, Bahrain Bay is attracting investment from all round the world. When complete, Bahrain Bay property will include business, retail and residential areas, all designed to create a coherent and integrated community from the outset.
Brief:
The brief to Ripe was to use our extensive property experience to develop a comprehensive marketing plan for Bahrain Bay development.
The plan needed to:
• Foster trust and confidence in Bahrain Bay with current and potential investors
• Elevate the status of Bahrain Bay as a credible, world-class project with excellent investment opportunities.
• Position Bahrain Bay as the most attractive Red Sea investment option in the region
• Communicate the USPs in a transparent and honest way – to give credibility and stand out.
• Inform and update all audiences, both internal and external.
Solution
Ripe put together a three-pronged campaign to meet the multi-layered marketing challenge.
1. A confidence campaign was created to communicate with third party developers on a regular basis to inform them of progress across all developments. The campaign was designed to generate hype and competition between third party developers to meet their deadlines and remain on track. This included monthly update newsletters, prism signage showing the latest images of development work, launch events and communication summits to be held every 6 months involving all third party developers.
2. A land sales campaign was devised to position Bahrain Bay as not only a world class project, but also a highly credible and exciting investment opportunity. The campaign included creating striking exhibition stands at key international property expos including MIPIM and Cityscape, plus supporting marketing collateral. The land sales campaign also included new sales and marketing brochures and a developer sales kit.
3. A campaign was created to generate support and confidence amongst the general public by keeping them informed and up to date with the development at every stage. Highly prominent supersite billboards and lightbox poster sites at airports were used to raise the profile of Bahrain Bay whilst keeping the public informed of the latest developments. Quarterly newsletters were distributed, with market research being used to measure confidence and brand awareness, and reinforce the transparent approach being undertaken.
Leeds
1200 Century Way,
Thorpe Business Park
Colton
Leeds
LS15 8ZA
United Kingdom
Phone: +44 (0) 113 2515166
email: info@ripe.co.uk