PROJECT: Name for a new 5-star hotel and global luxury lifestyle brand, with hotels to be located throughout the Middle East and in key feeder markets in Europe and Asia.
THE NAME: As in the only Address you need to know.
POSITIONING: The name, like the new hotels themselves, had to cater to intra-regional leisure travelers throughout the Middle East, as well as business travelers and long-haul international travelers to the region, primarily from Europe, Asia and India. The Address captures the sense of spectacular location advantage, the feeling that “this is where it’s happening, this is the place to be.”
VISIT: The Address