When Dubai-based Nakheel, LLC, one of the world’s largest development companies, approached Rubenstein Public Relations to promote a project of immense proportions, RPR devised a global program of equal magnitude.

Nakheel’s signature development, The Palm, involves the creation of the world’s three largest manmade islands, each shaped like a palm tree, adding a total of 323 miles of beachfront to Dubai’s glittering coastline and featuring private beaches, homes, resort hotels, boutiques, restaurants, cafés, yacht clubs and more.

Introduced to The Palm through the Trump Organization, RPR was initially tasked with promoting the Palm Trump International Hotel & Tower, a 48-story mixed-use condo/hotel developed through a joint partnership with Nakheel.

RPR’s goal was to develop and sustain coverage of the project beyond the Middle East, focusing on securing business features in the U.S., the U.K. and other international markets.

To generate coverage in top-tier financial publications, RPR harnessed the power of the Trump name to bring instant prestige to the project. Select features appeared in numerous media outlets, raising the profile of the Trump property as well as The Palm.

As RPR’s role expanded following our success with the Palm Trump International Hotel & Tower, so did our strategic approach. RPR hosted a two-day seminar in Dubai for Nakheel’s senior marketing and development professionals. Touching on principles gleaned from the promotion of internationally recognized mixed-use developments such as New York City’s Time Warner Center, RPR imparted strategies to raise the profile of the project in the international media. We also assisted with developing a robust intranet and extranet for reviewing and disseminating information.

RPR helped accelerate the volume of long-lead feature coverage, conducting extensive media outreach on behalf of Nakheel for the World Travel Awards and the World Travel Market trade events in Dubai. As a supplement to traditional media outreach, RPR coordinated familiarization trips for journalists from around the world. We also developed templates to assist with ongoing and future initiatives.

RPR’s involvement with Nakheel was expanded yet again to include broader activities, including providing publicity for The World, a development consisting of 300 manmade islands carved in the shape of the seven continents. Nahkeel also enlisted RPR to coordinate all international public relations activities handled by regional firms in the Middle East, Asia and Europe.

As a result of RPR’s outreach, Nahkeel and its projects have been featured in influential outlets including The Financial Times, The Times of London, The Wall Street Journal, The New York Times, The New York Post, Houston Chronicle, The New York Sun, Gotham, Elite Traveler, Departures, New York Real Estate Journal, Bloomberg TV, Fox News, CNBC and CNN International, among others.