Binghatti
Mercury Communications was appointed as the UK and GCC agency by one of Dubai’s largest developers for the launch of Mercedes-Benz Places, along with promoting its two other branded hyper-towers: Burj Binghatti (Jacob &Co), set to be the tallest residential tower in the world, and Bugatti Residences.
Impact
- Two thirds of Mercedes-Benz Places | Binghatti SOLD OUT in just over three weeks
- Achieved 254 pieces of coverage across both the UK and GCC from December 2023 - 14th February 2024
- Highlights include: Bloomberg, CNN, Robb Report, Elite Traveler, Dezeen, PrimeResi, The National, Khaleej Times, Dubai Eye etc., with 16 pending pieces of coverage
- Secured 13 top tier media on the press trip such as: The Times,Daily Mail, (This is Money), Spear’s, Billionaire, Asharq Al Awsat, Al Riyadh and Gulf Insider
- 126 IG Stories and Grid Posts achieved during the trip
- 50+ media attended the press conference, which we devised the run-down for, including hiring the Dubai One/Dubai Eye moderator, Tom Urquhart
- Secured 10 interviews for Binghatti’s CEO
Approach
The first step was appointing a Dubai-based PR agency and delivering a hub agency role from London to exclusively announce the Mercedes-Benz Places | Binghatti news.
A standout, top tier four-day press trip for UK and GCC followed suit including: project site and marketing suite visits, a press conference with the CEO Muhammad BinGhatti and Mercedes-Benz board member Britta Seeger revealing the project specifications. The finale was a spectacular evening event for media, buyers, brokers and stakeholders, compered by US actor Terry Crews, with a record-breaking 20,000 guests.
Mercury is currently working on a 2024 strategy to increase press and drive sales momentum on all three towers. Bugatti (has already achieved the highest rate persquare foot at AED 9,674 per sq ft and phase one sold out with sales approaching AED 1 bn).
