Marketing an Integrated Community

Tariq Chaudhry
Head of Marketing
Nshama, Dubai

Town Square Dubai is a very unique proposition: it's a fully-integrated development that successfully brings together a residential, retail and an entrepreneurial community with a distinctively contemporary design. It is a great representation of Dubai's brand, is in alliance with the city's innovative mindset, and is designed to cater to its divergent market. Apart from demanding the basic standards, today's real estate market calls for “experiences,” as opposed to a mere standalone product. Also, the demographics are taking new turns and require flexibility, forward thinking and a relevant supply.

Meeting the current market needs, and in addition to being a sound investment, Town Square offers its users a connected community with affordable luxury, accessibility and convenience. It also stands out for being a well-balanced development amongst the many projects currently under way across Dubai. Being a digital-first organization, its marketing plan leverages a number of digital marketing channels and technologies to actively communicate the essence and vision of Town Square. Following a study of Dubai's current real estate developments and its history, the project’s practitioners have seen the importance of taking a step back and firstly, introducing its exclusive concept. Secondly, its developers must educate the masses about breakthrough value-adds Town Square brings along, both in terms of financial returns aimed at the investors, as well as the essential lifestyle extended to its end users.