Enterprise IG's outdoor communication for Dubai Marina goes for the Guinness Book of World Records!

As Dubai Marina is set to become one of the most sought-after pieces of real estate in the world, its branding evolution is also on-track to breaking an entirely different record: a Guinness Book of World Records™ as the World's Longest Outdoor Brand Communication.
Dubai Marina has been billed as a one-of-a kind, cosmopolitan marina experience and one of the largest man-made marinas in the world, expected to be completed by the end of the decade. Enterprise IG, involved in the evolution of the Dubai Marina brand, together with Emaar Properties, chose to introduce the new brand language through the outdoor expression of the brand wall, illustrating the unique and spirited atmosphere of Dubai Marina.

Revealing the Dubai Marina lifestyle, the brand wall is likely to become a candidate for the longest outdoor brand communication piece in the world. Recently completed at an impressive length of approximately 2.6km, by far the longest anywhere.

"The intention of this brand wall was to introduce the market to the exceptional lifestyle found on the other side of the marina," says Herman Behrens, MD Enterprise IG Middle East. "When we designed the brand communication for use along the Dubai Marina perimeter wall we didn't expect the project to be in the running for a World Record title."

To be considered for an entry into the Guinness Book of World Records, several criteria must be met, including legal adjudications authenticating the World Record claim by independent judges, media coverage, photographs and video footage.

The Dubai Marina project is being built between the Persian Gulf and the desert landscape. It is one of the first planned city's of the 21st century and will contain 265 high-rise towers, housing at least 250 000 residents, boardwalk restaurants, shopping promenades, yacht clubs and hundreds of yacht births within the community.

As for the Dubai Marina brand wall, its future status as the World's Longest Outdoor Brand Communication is likely to become official in the coming months, upon official confirmation by the Guinness Book of World Records.

Editorial contact
Enterprise IG
Tracy Hyams
Tel: (011) 319 8064

4 Oct 2005 09:37