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RUKAN

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Project Overview

Rukan is a residential community of townhouses and standalone villas located in Dubailand, developed by Continental Investments, a real estate developer based in Egypt.

Client Requests

Following an unsuccessful initial launch, Continental Investments approached us to deliver a comprehensive re-launch strategy. The objective was twofold:

  • Reintroduce the Rukan project to the market with a high-impact launch event.
  • Manage and overcome negative perceptions through a strong, proactive PR campaign.

The scope of work included full event planning and management, celebrity and influencer engagement, PR strategy development, spokesperson speechwriting, press release creation, and securing wide media coverage.

Execution

After in-depth research and strategy formulation, the re-launch event was hosted at the prestigious Armani Hotel in Burj Khalifa — a location chosen for its global prestige and symbolic value.
Key highlights included:
  • Attendance by major celebrities such as Hany Ramzi, Sabrin, and Mohammed Wadiya, among others.
  • Full AV production, stage design, with full media development for the event.
  • Speech development for key spokespersons to deliver the new brand narrative.
  • Extensive coverage across local and regional media outlets, positioning Rukan as a premier residential offering in Dubai.

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