Dusit Thani Residences Ajman: Integrated Marketing & PR Launch Case Study
Introduction
AQAAR is a premium real estate developer in the Northern Emirates. Their flagship development, Dusit Thani Residences Ajman, is a branded luxury beachfront residence built in partnership with the internationally renowned Dusit Thani hospitality group.
AQAAR is a leading property developer in the Northern Emirates. Their flagship project, Dusit Thani Residences Ajman, is a branded luxury beachfront residence by a world class hospitality group, Dusit Thani. Aqaar partnered with Prism Digital as its sole integrated digital marketing consultancy for real estate to execute on an end-to-end launch marketing strategy encompassing branding, web development, SEO, performance marketing and PR— with a mission to drive investor lead generation, establish search visibility and capturing market-defining moments of launch.
As a new project in a developing market and no previous digital presence, our aim was to make Dusit Thani Residences Ajman unmissable — in search, on social, and on the ground.
Pain Points
01 No Digital Presence
Initially, the project did not have a website, search ranking, or organic presence.
02 One Launch for Multiple Audience
Different messaging, landing pages and campaign targeting was needed for investors, end-buyers and brokers – all at the same time.
03 Highly Competitive Market
Breaking through in UAE real estate — particularly for a Northern Emirates development — required sharp creative and precision targeting to stand out.
04 Event-Led Timeline
Within a short window, the campaign would have to accomplish awareness generation, lead cultivation, and high-impact physical launch activity.
05 A Multilingual Audience
Since Emirati, Arab, South Asian NRI and Eastern European investors were targeted it was necessary to provide content in English, Arabic and Russian at once.
Solutions
Brand Creation & Visual Identity
Created a high-end brand identity and positioning that conformed to Dusit Thani’s international hospitality standards. From ad formats to event collateral, all creative assets were derived from a single brand system.
Results
SEO: First-Page Rankings in Under 3 Weeks
The website achieved a high number of organic users and clicks within the first reporting period (Feb 12 – Mar 5) with an impressive position and CTR. Branded keywords ranked in 1st position — a critical trust signal for a brand-new development.
Meta: 1.22M Reach & Leads at 4.15 AED CPL
Total campaign reach over 1 million people, got more than 95,000 clicks at approximately 5.5% CTR — well above Meta benchmarks for real estate. The best-performing lead campaign delivered more than 2,000 leads at around 3AED cost per lead. Awareness campaigns reached more than 800K people under 2AED CPM.
Audience Insight: 25–44 Age Group Dominated the Campaign
The highest clicks and widest reach could be seen for the age group of 25–34yrs. The 18–24 age group had just over enough CTR that lowered the cost per click resulting into something that was perfect for awareness and retargeting funnels. The UAE contributed a reach of a little over 1 million; India contributed second highest CTR.
Regional Performance: All Three Target Emirates Converted
Ajman delivered strong close to half of the local conversion. Abu Dhabi topped conversion efficiency while Dubai drove the highest click volume. Every target market delivered measurable results.
Conclusion
Prism Digital positioned Dusit Thani Residences Ajman by Aqaar group as a credible and visible, lead generating property in the Northern Emirates market, through a fully integrated launch; from brand identity, SEO led web development, performance marketing on Meta and Google, to an impactful PR launch event. This case study will show you just how much more it takes to launch a real estate project successfully in the crowded UAE market than ads. It needs to be aligned across all channels: search, social, content, and earned media — everything should be driving toward the same goal: high-quality investor leads and long-term brand authority.
Key Metrics
60+ Keywords Ranked
Over a hundred leads
1.22M Total Reach
291 Organic SEO Users
1.07 AED Cost Per Conversion
43.43% Google Conversion Rate
3 Languages: EN / AR / RU
5.37% Overall Meta CTR
Avg. Position 3 in Google (Week 1)
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Support
Phone: +971 55 850 0095
Email: sales@prism-me.com
Location: Prism Digital Marketing Management LLC Latifa Tower, Office No. 604 - West Wing World Trade Center 1, Sheikh Zayed Road Dubai, UAE
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