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Global Village, Dubai

This exciting destination marketing project tasked Emma with developing a brand value proposition for a major shopping attraction moving from a three month opening to an all year round operation and destination in its own right. The concept centred on a Global Village where all the cultures of the world could be experienced in one unique place.

Whilst an impressive destination, a range of complex problems needed to be addressed including:

  • Differentiating the offer amidst the wider Dubai shopping melting pot
  • Attracting new, regular upscale users to an out-of-town destination
  • Retaining loyal community users and encouraging repeat visits
  • Brand equity erosion

Emma worked with the senior team at Global Village and Tatweer to develop a compelling brand value proposition that put authenticity and engagement at the core of the future concept.


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