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Sun 6 Nov 2005 04:00 AM

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Grey Worldwide walks off with Jumeirah’s record ad account

Luxury hotel chain Jumeirah has awarded its “biggest ever” advertising contract to Grey Worldwide following a five-way pitch.

Luxury hotel chain Jumeirah has awarded its “biggest ever” advertising contract to Grey Worldwide following a five-way pitch.

The Dubai-based company, which has the Burj Al Arab and Emirates Towers in its portfolio, is launching a US$3.2 million global branding campaign. Grey’s Dubai officer clinched the business after the five-way pitch was reduced to a shortlist of two.

“This is the single biggest marketing spend in the history of our company,” said Bill Walshe, sales and marketing director for Jumeirah.

“We didn’t go down the normal agency credentials route. We sent out very clear briefs about what we wanted to communicate through the campaign. The creative route proposed by Grey most closely matched our brand essence, which is ‘stay different’.”

The campaign is set to break in December, with five executions already on the drawing board. Media buying will remain with OMD. Nadim Khoury, management supervisor at Grey Worldwide, said: “We are delighted to have won this account. It was a very competitive pitch but the combined thinking from our strategic and creative departments resulted in an outstanding concept and we are pleased that Jumeirah saw the potential.

“Jumeirah is an established brand in the region with very well-defined objectives.

“One of the challenges ahead is to develop their global campaign due to break in the near future.”Walshe added: “The standard of creative submitted was fantastic.”

The campaign is part of Jumeirah’s plans to have 14 hotels worldwide in the next five years. It already runs the Carlton Tower in London and will soon start operating the Essex House in New York.

The massive branding campaign comes after Jumeirah changed its name from Jumeirah International in June this year. The new brand identity was the brainchild of Dubai-based Gregg Sedgwick Creative Strategy.

It was by no means certain that the brief would be handed out locally. In July, Walshe told Campaign: “Sometimes with Dubai-based agencies, because they see the Burj every day, they themselves have a parochial, subjective view.”

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