EMAAR
8th Gate campaign
PROJECT BRIEF
The real estate market in Syria was very traditional and culturally associated to specific neighborhood and architectural style, the challenge was to draw people’s attention to a new urban living style while respecting the cultural values
Old Damascus is known by its 7 historic gates, hence the name came from the fact that an 8th gate was established which denotes the respect to culture and values. In addition, the highlight on the aspirational urban living lifestyle in a modernized cultural approach was the key element in the communication strategy
After the campaign, the pre booking was double the the expected target, and it created a massive buzz in the market place