Bermuda – Mina Al Arab
The luxurious villas on RAK Properties Bermuda development are quite stunning. Private sand beaches and deep blue water fringe the purpose built island just offshore from the existing development. To elevate these properties to the most desirable in RAK we created a launch campaign that focused on glamour and luxury lifestyle far more than it did on bricks and mortar (and marble kitchen tops).
Zaman’s team conceived and then pushed for this direction strategizing with the client that the whole sector needed a healthy dose of differentiation to grasp attention. We pressed that the best position to be in when change is possible is always first.
Our creative team sourced and selected the models, wardrobe, crew and photographer and set up the villa for its first public exposure. Then the direction was to create fashion cover quality images that would seize attention and disrupt the real estate scene.
The outcome was striking and started a dialogue beyond investing in property. It repositioned the whole development with a sign of its future intent and a sense of excitement. A position that Ras Al Khaimah has been hinting at for years.