Regional communications agency Spark* has completed a creative campaign that has seen it as an instrumental player behind a major first for the UAE’s real estate sector. The organisation has successfully implemented a fully integrated campaign that saw the launch of wasl properties’ Hyatt Regency Creek Heights, the country’s first ready-to-move-in freehold property.
Spark*s most recent collaboration with wasl, a semi-government body and one of the UAE’s fastest growing property management companies, saw it develop the identity, branding and marketing campaign for the Hyatt Regency Creek Heights project, which marked wasl’s entry into the freehold market for the first time.
The Hyatt Regency Creek Heights project has set a new standard for Dubai by being the first fully furnished luxury freehold apartments ready for occupation once sales contracts have been signed. It is the latest among a series of achievements for wasl through its three decades of experience in the construction, development and management of hotel and leisure properties and its close relationship with Hyatt, an organisation with a renowned reputation in the global hospitality sector.
The Hyatt Regency Creek Heights project comprises two towers, the first containing fully furnished freehold luxury apartments and the second housing an ultra-modern, contemporary hotel. Situated at a prime location on the Dubai Creek, the complex is just 10 minutes from both the old areas of the city and from its more modern Downtown, Burj Khalifa, and Dubai International Financial Centre. It is also close to Dubai International Airport and the scenic Dubai Creek Park. Spark* partnered with wasl and Hyatt in spearheading the project’s successful creative campaign each step of the way.
“Hyatt Regency Creek Heights Residences was an extremely important project for wasl as it marked their entry into the city’s freehold sector. We were delighted to have partnered with them once more to help give the new development an identity and to promote its leading facilities to potential investors and to the wider public,” said Yusuf Pingar, Managing Director, Spark*. “The project marked a new high point in our relationship with wasl, with whom we have previously partnered on many successful branding initiatives, such as the developments wasl vita, wasl trio and the company’s heritage project, wasl district,” he added.
Pingar stated that he believed that Spark* had created a strategic campaign for a unique project. “Right from the onset we realised that this was a very different offering in the UAE’s freehold market. For the first time, a project of this scale was being launched completely off-plan with buyers able to move in straight away. The core idea that we created, used a timeline – a concept that is contemporary, relevant to the brand and to the needs of today’s property buyers,” he concluded.
Spark*s integrated campaign for wasl properties conceptualised, refined and executed in under six months. The first phase of unit sales of Hyatt Regency Creek Heights Residences on December 15 recorded a sell-out before the close of the day. wasl’s management believes that its new development will become an important benchmark in its growth as one of Dubai’s leading property management organisations.
“The completion of Hyatt Regency Creek Heights Residences was a major benchmark for wasl as it marked the company’s first foray into the freehold property sector. It was therefore essential that we adopted the right creative campaign for its launch; one that would ensure its profile was on a par with our numerous leasehold properties that have attained such a strong profile in the market place,” said Niveen Tolba, Head of Marketing & Corporate Communication, wasl. “Our long relationship with Spark*meant that we were able to work in partnership to create a highly attractive campaign that complemented the nature of the project, which marked a significant first for Dubai,” she added.