Burson-Marsteller

Emaar: Iconic Developments: Burj Khalifa Launch

Client work • 10th June 2010

In 2004, Emaar Properties began the construction of Burj Khalifa (formerly known as Burj Dubai) that was unveiled in January 2010.

Objectives

• Make the Burj Dubai story interesting and relevant over its five-year development period; i.e. run a marathon, not a sprint.
• Position the tower for its global iconic nature and engineering ingenuity, not just as the tallest building.
• Link Burj Khalifa to the city as its new symbol of achievement, dynamism and unquenchable ambition.

Strategy

Create ‘mystery’ around the tower’s USP – its height. Keep the final height and number of storeys under wraps until the tower opens to the public. Encapsulate the true spirit of Burj Khalifa with the tagline ‘History Rising’ and position the tower as an icon.

Result

Business-wise, the campaign was a success: All units in Burj Khalifa released for sale were sold out in less than 24 hours, netting revenue of over US$1 billion. The Armani Residences was an overwhelming success, recording the highest rates in Dubai of US$3,500 per square feet. ASDA’A Burson-Marsteller’s PR strategy played the role of positioning the tower as a true architectural icon and not just as the ‘tallest tower in the world’. Today the tower stands at 828 metres in height (2716.5 feet) and has over 160 storeys.

Here’s a video that highlights the coverage received internationally on the launch on the Burj Khalifa:

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