representing Dubai Retail

the challenge

Action UAE represented Dubai Retail, the retail management arm of Dubai Holding, which develops, operates and manages an extensive range of strategically located retail assets across prime destinations and communities. Its retail footprint spans two million square feet across 13 mixed-use properties that comprise more than 1,000 multi-format units.
Action was appointed to further strengthen the positioning of Dubai Holding’s assets in a highly competitive market, while also providing support in crisis communications and stakeholder engagement.

our approach

Action UAE developed and successfully implemented a wide range of communications services, including:

Campaign & Strategy Development: Action played a key role in the positioning, consolidation and crafting of messaging for each of the assets. This includes the development of brand positioning, values, goals and strategic planning for day-to-day activity, campaigns, and CSR initiatives. ​

Corporate Communications: As part of the role in corporate communications, Action managed the brand reputation, key messaging, and leadership profiling. ​

Consumer Positioning: This included crafting content to drive visitor footfall, working with the asset managers to encourage promotional activity across key retailers, and crafting strategic content calendars throughout the year.​

Crisis Communications: Action’s seasoned team supported Dubai Retail and its properties to prepare for and manage any incidents that may occur.​

Stakeholder Engagement: Action coordinated asset-wide promotions and activities with key stakeholders such as retailers and F&B outlets.