2017 Winners & Shortlists

The Campaign

At the core of our rewards programme is the individual, his or her distinct preferences and lifestyle. Inspired by this, we created a unique brandmark that reflected this ethos. Our brand mark takes its cues from the nature of a human fingerprint, and has been created to embrace the spirit of uniqueness. Just as a fingerprint is the distinguishing trait of every person, so will U By Emaar be a distinctive addition to an individual’s life.The core value proposition, 'Distinctively Rewarding' links closely with the brand positioning and essence and describes what makes the offering a unique leisure and lifestyle experience. This important vernacular motivates natural behavior drivers internally and externally, which all delivers on the brand promise and enables genuine brand distinction in a cluttered and over-supplied hospitality market.

Creative Execution

The U By Emaar brandmark can be used as a supergraphic or monogram to allow additional creative flexibility. The brand language comprises various elements, which are broadly categorised into iconic and expressive elements. The latter deals with facets that include written language and photography, and defines the emotional response that individuals have when they come in contact with collateral that use these elements. An icon system has been created to complement the programme’s visual language. Icons have been created for the key pillars of the programme - Uplay, Udine and Ustay - which are applied when a benefit that is relevant to the specific pillar is being promoted. The U By Emaar rewards programme encompasses four tiers, which use patterns and specific metallic-finish Pantone shades to differerentiate between each other. DESIGN TOUCH POINTS: MEMBERSHIP CARDS, WELCOME PACKS, PROGRAMME BROCHURES,EMAIL COMMUNICATION, ATL LAUNCH CAMPAIGN, INTERNAL COMMUNICATION, GIFTS AND GIVEAWAYS.

Indication of how successful the outcome was in the market

This programme was very well received when it was launched, seeing a large number of registrations with the first fortnight itself. The 360 approach in communication ensured top-of-mind recall for this programme vis-à-vis other similar programmes. Moreover, the programme lived up to its promise of being distinctively rewarding by also introducing special tactical initiatives designed to provide even more elevated experiences to all members. PLEASE NOTE, ACTUAL FIGURES ARE CONFIDENTIAL INTELLECTUAL PROPERTY OF EMAAR HOSPITALITY GROUP. FOR ANY CLARIFICATIONS REGARDING STATISTICAL DATA, PLEASE GET IN TOUCH WITH THE CLIENT CONTACT MENTIONED IN THE ENTRY.

Curating the very best individual stay, dining and leisure experiences Emaar has to offer; and whether travelling or at home, U By Emaar presents a dedicated rewards programme that has been crafted because we truly value the importance of our relationship with you. Strategic discussion, coupled with brand familiarity reveals various categories of “guest”; each of who had to be spoken to in a warm and approachable manner. The core idea was to create a visual language that resonated with the audience, and carry it through to all relevant touchpoints.