Khalifa Industrial Zone Abu Dhabi – Brand Campaign
Tailoring key sales messages to unique global markets
Khalifa Industrial Zone Abu Dhabi (KIZAD) plays an integral role in the economic diversification of the Emirate as outlined by the Abu Dhabi 2030 Vision.
KIZAD needed a global brand campaign to take its business offer to 8 international markets. Dragoman was appointed to assist in communicating KIZAD’s bold business vision; ‘bringing global industrial business to the Abu Dhabi market’.
WHAT WE DID
Dragoman developed an overall sales messaging matrix. This involved working with the business development, marketing and management teams to assess the different industrial sectors that they wanted to focus on in each global market i.e. promoting KIZAD to the steel industry in Germany and it’s 0% tax value proposition.
Each global market had tailored campaign creative, with its own unique key message and copy in the native language. The campaign ran across all digital channels and print, with Dragoman working alongside KIZAD’s media buying agency to execute the material roll out.
The campaign messages were a balance between informative and engaging. This allowed KIZAD’s key selling points to clearly be communicated across intelligently designed layouts and executions.
The impact of the campaign was considerable, generating quality leads for the business development team. The cost-per-acquisition for new tenants was the lowest on record, providing a new benchmark for marketing ROI at KIZAD.