Asdaa BursonMarsteller Case Study

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Asdaa Burson-Marsteller Case Study

• In 2004, Emaar Properties began the
• construction of Burj Dubai and plans to
• unveil it in September 2009 as the tallest
• tower in the world.
• Brief
• Make the Burj Dubai story interesting and
  relevant over its five-year development period
  i.e. run a marathon, not a sprint
• Position the tower for its global iconic nature
  and engineering ingenuity, not just as the
  tallest building
• Link Burj Dubai to the city as its new symbol of
  achievement, dynamism and unquenchable ambition
• Strategy
• Create a mystery around the towers USP
• its height. Keep the final height and number
• of storeys under wraps until the tower opens
• to the public. Encapsulate the true spirit of
• Burj Dubai with the Tagline History Rising
• and position Burj Dubai as an icon.

Result To this day, Asdas Burson-Marstellers
strategy preserves the mystery and speculation by
the media and experts is actively encouraged. The
Burj Dubai currently has over 160 floor and 636
metres (over 2,036 feet) and is
climbing! Business-wise, the campaign has been a
success All units in Burj Dubai released for
sale were sold out in less than 24 hours, netting
revenue of over US1 billion. The Armani
Residences was an overwhelming success, recording
the highest rates in Dubai of US3,500 per square
feet. Even as Burj Dubai races to completion in
2009, ASDAA Burson-Marstellers PR strategy has
already positioned the tower as a true
architectural icon and not just as the tallest
tower in the world.