AYLA
Seaside Living Reinvented
Aqaba, Jordan
Client
ASTRA / Ayla Oasis Development Co.
Scope of Work
Outsourced Strategy & Marketing Function, Corporate Strategy, Portfolio Strategy, Corporate & Project level Marketing Strategy & Implementation
THE BRIEF
Ayla is a stunning mixed-use development located in the heart of Aqaba. The project, which is almost four-times the size of Downtown Dubai, was set to launch for public sales in Q1 2015. We were commissioned to act as their outsourced marketing and strategy team. In this capacity, we were responsible for creating and defining the masterplan brand and positioning strategy, the portfolio strategy (on a corporate level as well as, the sub-brands within the development), the sales and marketing strategies, structuring/training their team and overseeing the implementation of all sales and marketing initiatives.
OUR APPROACH
Meraki & Modus conducted a full immersion and review of past strategies, competitive analysis, stakeholder interviews, global and regional benchmarking - gaining an understanding of the desired vision of the company and the masterplan. This culminated in an in-depth analysis report and the articulation of the brand strategy, recommended portfolio strategy, positioning, and key stakeholder messaging. We then developed a robust go-to-market road map and were retained to implement the rollout over the course of 2 years. Essentially, we became their outsourced CMO/team – putting in place the strategy, implementation programme, budget oversight, training their internal team, and managing all third parties.
THE OUTCOME
Ayla successfully launched into market with solid sales results and a comprehensive activation programme.
