HHCL/Red Cell wins £5.6m brief to push Dubai development

HHCL/Red Cell has been picked to handle a £5.6 million assignment to promote an exclusive property development in Dubai to the world's super-rich.

HHCL saw off competition from Mother and the Bartle Bogle Hegarty agency in New York for the brief from Emaar Properties to raise the profile of Burj Dubai.

The development, currently under construction, will boast the tallest skyscraper and largest shopping centre in the world when complete, as well as luxury apartments, five-star restaurants, parks and waterways.

Steve Henry, HHCL's creative director, led the successful pitch to Emaar chiefs in San Diego and it is understood that contracts between agency and client were being signed this week. Nobody at the agency was available for comment.

An integrated campaign will begin shortly to build awareness of the development, which is expected to attract more than 35 million visitors a year after its opening in 2006.

"The aim isn't to sell property but build excitement and anticipation of what will be a new city," an insider said.

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