Cityscape real estate award raises Al Madina A'Zarqa's international credentials

One of the most important and largest infrastructure projects in Oman, Al Madina A'Zarqa is the first real estate development in the Sultanate to receive this prestigious award.

"Many prominent projects in the Middle East and North Africa were eligible for the Cityscape 2008 Real Estate Awards and Al Madina A'Zarqa finds itself in some esteemed company with the biggest real estate developments of the region," said Margarita Filippoti, Marketing Director, Al Madina A'Zarqa.

Currently being developed on a 32 square kilometer plot of prime beach-front land, Al Madina A'Zarqa is a blueprint for Oman's economic diversification and promises to shape city developments for the Sultanate in the future.

"Al Madina A'Zarqa is of significant importance to Oman and its future economy. It is a city of the future for the Sultanate and the Cityscape award places the project firmly on the international stage," added Ms. Filippoti.

"At this stage in the city's development, marketing is one of the most important activities we need to undertake. It is essential for us to communicate the essence of the city and position it in the hearts and minds of Omanis and our wider audiences.

"This campaign has gone a long way to achieving that and it is heartening to receive the recognition from our peers."

An integrated marketing campaign used the consequence of Al Madina A'Zarqa being a new city and linked the location of the project in relation to Oman and the Middle East, in what was possibly one of the most highly intensive marketing campaigns seen in recent times in the Sultanate. The campaign was unveiled through teaser ads, launch ads and follow-up communication. Prominent page positions were secured using front page ads in newspapers and false covers in magazines and weekly tabloids. This was supplemented with an outdoor campaign, exclusive merchandising range and a brand brochure. The campaign was successful in being able to register the brand name in the minds of target audience.

Speaking on the win, Roopesh Bhatnagar, General Manager of NPA said, "This is indeed a great moment for us in winning this award especially on a Middle East and North Africa regional level."

"It is a reflection of the commitment and teamwork that went into giving an effective integrated marketing communication solution to the client. NPA is one of the oldest and leading marketing communications agencies in Oman. A strategically driven creative agency we have our footprint in all key advertising categories and hold the communication accounts of some of the most prominent brands here."

The campaign was the result of intense collaboration between Blue City Company 1 (BCC1) S.A.O.C., NPA - the marketing communications agency for Al Madina A'Zarqa and Bluesky Consulting Group. Bluesky Consulting Group - the international branding company which has a wealth of experience in working with cities, provinces and countries throughout the Middle East, Europe and Australasia..

Andrew Blakemore, CEO of Bluesky said,

"We are delighted that the Al Madina A'Zarqa project has achieved this recognition from the industry. Branding is all about relevance and differentiation, and this City stands out as a destination that is clearly unique by virtue of being true to its authentic Omani roots whilst planning for a world-class future."

A high profile panel of real estate industry experts judged the awards: Dr Mohammed Dulaimi, BSc CE, MSC CE, PhD Construction Management, MCIOB, The British University in Dubai; Dr Sadek Owaitani, Chairman of the Council, Emirates Green Building Council; Rushdi Siddiqui, Global Director for the Dow Jones Islamic Market Indexes, Sophie Llewellyn, Board Member, Royal Institute Surveyors (RICS) and Abdulmajid Abdulrazzaq Al Khaja, CEO Rail Agency, Roads & Transport Authority among others.

"Understanding that competition for the award was of an extremely high standard, we are naturally excited that Al Madina A'Zarqa came out on top," added Ms. Filippoti.

Al Madina A'Zarqa will serve as a growth engine for the Omani economy and will radically expand the tourism facilities in the Sultanate. The city will become a world destination and will centre its economic development on trade, sports and wellness, medicine and healthcare, education, entertainment and tourism and hospitality. The city will generate large scale employment opportunities for Omani nationals, promote freehold property ownership for nationals and expatriates alike and serve as a hub for leisure activities in the Sultanate.