Qatari Diar - a major global player in real estate investment – has appointed Doha-based communications agency ‘grow’ to deliver the branding and communication campaign for the company’s first regional development in Tangier, Morocco.
Al Houara is set to be Tangier’s new exclusive address and tourism hub with world-class facilities including a five-star hotel, coastal chalets, exhibition centre, golf club, restaurants and a kasbah – an ancient-style bazaar - offering traditional handicrafts.
‘grow’ will be responsible for developing Al Houara’s brand strategy in the lead-up to the project’s sales office launch, which is scheduled to open in the coming months .
“In all aspects of Qatari Diar’s developments we establish new global standards from master planning to marketing by selecting agencies and partners that are high-calibre specialists in their field,” said Leanne Arnold, Director of Marketing, Qatari Diar.
“Under the direction of ‘grow’, Al Houara’s brand will build on the benchmarks set by Qatari Diar’s Lusail development, but will be unique in its own creativity and high-impact marketing,” she said.
grow’s Managing Director, Anthony Ryman, added that Al Houara’s branding will reflect the cultural significance of Tangier and the development’s commitment to fostering a sense of community for visitors and residents.
“The Al Houara branding will echo the development’s philosophy of being a sustainable community that is integrated into Tangier’s historic area,” explained Ryman. “Because we are a communications agency grounded in branding, we will develop a holistic, integrated campaign that communicates the experience that Al Houara's guests and investors can expect.”
© 2006 Al Bawaba (www.albawaba.com)
