Jumeirah International, the Dubai-based luxury hospitality group, claimed the top award in the New Brand Launch category, and was highly commended in the Public Relations category at the 2005 Gulf Marketing Review Marketing Effectiveness Awards.
The winning entry for the group in the New Brand Launch category was SIRIUS, Jumeirah International’s guest Recognition and Rewards Programme. SIRIUS is a multi-tier, points-based programme that also provides members with a range of unsurpassed benefits. Members can redeem their accumulated Sirius Points for an extensive array of rewards including complimentary dining, room stays and upgrades in addition to redemption opportunities with a network of partners, including vouchers for Harvey Nicols department store in London.
The seven-judge panel also highly commended Jumeirah International for the photoshoot of Tiger Woods on the helipad of Burj Al Arab in the Public Relations category. This award recognised the achievement of capturing global media attention and maximizing exposure of an event that has been described by the London Times newspaper as, 'the publicity stunt to top all publicity stunts’, and as a defining pictorial moment in the career of one of the world’s most respected sportsmen.
Accepting the awards on behalf of Jumeirah International, Chief Sales & Marketing Officer, Bill Walshe commented, “We are very proud to receive these awards. The SIRIUS programme is our way of reciprocating the loyalty that our customers show us, and is another step in the development of Jumeirah International as a world leader in luxury hospitality and customer service. ”
