Context
The Heart of Europe is an off-plan luxury destination on Dubai’s World Islands. Unlike a city tower, the product is a destination, which means the marketing has to sell a place, an experience and an investment case at once, to buyers spread across continents.
Mandate
Build the revenue engine from scratch: destination-led, digital and event-driven acquisition tied directly to monthly sales targets.
Strategy
Design international sales and marketing programs for HNWIs, global investors and broker networks across the UK, Russia, India, Germany, Switzerland and Singapore. Turn on-site destination experiences into pipeline: high-profile investor and broker events engineered as conversion systems, with event-to-digital funnels and CRM automation carrying momentum after guests flew home. Build the telesales channel end to end, team, scripting, KPIs and CRM workflows, into a core conversion and follow-up engine. Align global campaigns, broker activation, events and sales on shared revenue targets, with pipeline forecasts and market intelligence delivered to leadership.
Outcomes
- A destination-led revenue engine built from scratch across digital, events, brokers and telesales
- Telesales channel built from zero into a core lead-conversion engine
- Event-to-digital funnels converting on-site experiences into qualified pipeline
- International HNWI and investor programs across six priority markets
Transferable principle
Events and experiences are not brand spend, designed correctly, they are the top of a measurable revenue funnel.