JUMEIRAH
FROM DUBAI TO THE WORLD. A NEW LUXURY BRAND FOR A NEW LUXURY CUSTOMER.
“Dave have helped Jumeirah Hotels and Resorts move away from simply being a Luxury Hospitality Brand, to becoming a truly Global Luxury Brand”
Antony Lawrence – Group Director of Marketing of Jumeirah Group
Jumeirah had an excellent reputation for luxury hotels in the Middle East, led by the Burj al Arab, dubbed the world’s first 7-star hotel. However, Jumeirah’s reputation was built on just a few key properties, even though they had properties all over the world. Jumeirah appointed Dave to establish a truly global luxury brand platform on which to build the business.
After intimately understanding luxury travellers globally, we devised an idea ‘Expectation+1’ that built on their already strong reputation for service. This was then translated into a global advertising campaign and into the actual in-resort service experience.
It’s still early days for our work with Jumeirah, but already we’re starting to see ‘Expectation+1’ translate into better staff and guest understanding of the unique Jumeirah experience.
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