Latest news with #SiniyaIsland
Campaign ME
20-05-2025
- Business
- Campaign ME
Delving into the strategic rollout of Sobha Realty's Siniya Island campaign
Sobha Realty, a leading global luxury real estate developer, has revealed key details about the rollout of its Sobha Siniya Island campaign, which showcases the masterplan of a a luxury residential community on an island destination within Umm Al Quwain. The Sobha Siniya Island campaign, which gained popularity through television commercials (TVCs) aired during the Indian Premier League (IPL) Twenty20 cricket league, was also rolled out on billboard advertisements across seven airports globally, with the aim of creating international traction and interest in the development, encouraging people to explore the concept of island living. The campaign's approach focuses on the power of visual narrative and the ability of video storytelling to evoke emotional connections with the brand's target audiences. In conversation with Campaign Middle East, Sobha Realty's Group Chief Sales and Marketing Officer Ashish Parakh, said, 'We believe that communicating the value propositions of our developments requires engaging narratives that people can relate to on a deep and personal level. Our campaigns are executed through a strategic omnichannel approach, targeting diverse audiences across multiple platforms. Digital channels are also key to these campaigns, with high-quality videos across different platforms, such as LinkedIn, Instagram and YouTube. Parakh added, 'Our channel partners also play a vital role in extending our reach to wider audience groups. Our collaboration with them is not focused on driving sales only, but on harnessing their potential to tell our story. We ensure consistent messaging and branding across all channels, with our website as the central hub. This integrated strategy maximises reach and engagement, driving sales by connecting with potential buyers at every touchpoint.' The Sobha Siniya Island campaign follows another integrated campaign for Sobha Hartland II, another new luxury residential waterfront community launched by the real estate developer that has been positioned as an urban green community. For both Sobha Hartland II and Sobha Siniya Island, the brand positioning has been anchored in Sobha Realty's philosophy of the 'Art of the Detail', which aims to emphasise its commitment to crafting living experiences that transcend traditional real estate offerings. 'With Sobha Hartland II, we aimed to present the development as a sanctuary of serenity amid lush greenery, right in the heart of Dubai. The campaign focused on the idea of the community as a reward, a peaceful haven that offers tranquility without compromising on urban convenience,' Parakh explained. 'In contrast, Sobha Siniya Island was positioned as an ultra-exclusive, resort-style retreat; a place where every day feels like a holiday. The focus was on evoking a sense of escape, wonder, and refinement, showcasing the seamless blend of luxury, nature, and curated lifestyle experiences,' he added. Sobha Realty's brand vision has been rooted in 'delivering uncompromising quality and setting new benchmarks in luxury living', which have been brought to life in the form of a consumer-first brand experience at the Sobha Experience Studio Tour – an experience open to consumers that highlights the quality, materials, and efforts that go into delivering luxury living spaces to Dubai's residents and its attention to detail in every aspect of the execution, workmanship and service. Parakh explained, 'From the very beginning, the Sobha Realty brand has stood for more than just real estate. We do not just build properties – we build homes tailored to provide a luxurious lifestyle for our customers.' He added, 'Our overarching objective is to move from simply showcasing our properties to creating narratives that tell stories and convey the entire living experience in our community developments. Therefore, we tailor these narratives to the individual character of each project.' Sobha Realty revealed that it employs a comprehensive approach to measuring the effectiveness of its campaigns, focusing on both quantitative and qualitative data. Parakh explained, 'We closely monitor digital engagement metrics, including viewership across platforms, engagement and webpage traffic. Additionally, beyond digital metrics, we also consider media coverage and brand sentiment to assess the overall perception of the campaigns and the brand.' Sobha Realty was ranked as the second most recalled real estate brand in the UAE for the second consecutive year in 2024, according to a brand health study among property seekers. 'Such success can also be seen in the customer ratings, where we have the highest scores in comparison with our peers in Dubai's market. We are also keen on gathering feedback from our sales teams and potential buyers to understand how well the campaigns resonate with our target demographic,' Parakh added. 'This provides Sobha Realty with a 360-degree view of the campaign's performance, allowing us to enhance our strategies and tactics and ensure we achieve our marketing and sales objectives,' he concluded.
Arabian Post
14-05-2025
- Business
- Arabian Post
Sobha Realty's $500m Sukuk Draws Robust Global Demand
Sobha Realty has successfully completed a $500 million sukuk issuance, marking a significant milestone in its financing strategy. The issuance, part of a $1.5 billion Sukuk Issuance Programme, attracted substantial investor interest, with the order book oversubscribed three times, reaching $1.54 billion. This strong demand led to a tightening of the yield to 8% per annum, down from the initial price thoughts of 8.375%. The sukuk, maturing in 2029, has been listed on both the London Stock Exchange and NASDAQ Dubai. Allocation of the issuance saw 61% directed to local investors and 39% to international participants, underscoring the global confidence in Sobha Realty's financial health and the positive outlook for Dubai's real estate sector. This latest issuance follows Sobha Realty's strategic tap into its existing sukuk framework. The initial $300 million sukuk was issued in July 2023, with an outstanding balance of $270 million prior to this tap. The combined efforts have elevated the company's total sukuk holdings to the benchmark size of $500 million. The transaction was facilitated by a consortium of financial institutions, including Abu Dhabi Commercial Bank, Abu Dhabi Islamic Bank, Dubai Islamic Bank, Emirates NBD Capital, Sharjah Islamic Bank, and Standard Chartered Bank, serving as Joint Global Coordinators, Joint Lead Managers, and Bookrunners. Legal counsel was provided by Clifford Chance and Dentons, while Grant Thornton acted as the auditor, ensuring transparency and adherence to regulatory standards. Credit rating agencies have acknowledged Sobha Realty's robust financial performance. Standard & Poor's upgraded the company's rating from BB-/Positive to BB/Stable, and Moody's elevated the sukuk rating from Ba3/Stable to Ba2/Stable. These upgrades reflect the company's substantial EBITDA growth, a larger revenue backlog, and improved EBITDA margins. See also FAB Faces Leadership Flux Amid Strategic Overhaul Sobha Realty's strategic financial maneuvers align with its broader growth trajectory. In 2024, the company reported record-breaking sales of AED 23 billion, including AED 5 billion from the launch of Sobha Siniya Island. This performance represents approximately 50% year-on-year growth, driven by a diverse portfolio of properties in the UAE. The company's expansion plans extend beyond the region, with initiatives to establish a presence in the USA and Australia. Additionally, Sobha Realty has been recognized as the second most recalled real estate brand in the UAE for the second consecutive year, according to a brand health study among property seekers.
Arabian Post
13-05-2025
- Business
- Arabian Post
Sobha Central Emerges as Dubai's Newest Vertical Luxury Enclave
Sobha Realty has unveiled its latest masterplan development, Sobha Central, strategically located on Sheikh Zayed Road. The project introduces 1,225 upscale residences across six residential towers, aiming to redefine urban living in Dubai's central corridor. Designed as a self-contained vertical community, Sobha Central integrates residential, commercial, and recreational spaces. The development features a curated mix of one- and two-bedroom apartments, targeting professionals and investors seeking modern amenities and strategic connectivity. The project is positioned to serve as a comprehensive lifestyle hub, blending luxury living with business and leisure facilities. Sobha Realty's commitment to sustainability is evident in Sobha Central's design. The development incorporates green building technologies, including energy-efficient systems and water conservation measures. These features align with Dubai's broader goals for sustainable urban development and reflect Sobha Realty's dedication to environmentally responsible construction practices. The launch of Sobha Central follows a period of significant growth for Sobha Realty. In 2024, the company reported record-breaking sales of AED 23 billion, marking a 50% increase year-on-year. This growth was driven by the success of projects like Sobha Siniya Island and the launch of four new masterplans. Sobha Realty now holds approximately 10% of Dubai's real estate market share, with 11 masterplans across the UAE. Looking ahead, Sobha Realty has set an ambitious target of achieving AED 30 billion in total sales for 2025. This includes AED 20 billion from Dubai developments and AED 10 billion from Sobha Siniya Island. The company plans to launch eight to ten new projects in the UAE, focusing on luxurious residential complexes and mixed-use developments that cater to evolving investor preferences. See also Mashreq Bank's Q1 2025 Net Profit Declines Amid Rate Cuts Sobha Realty's vertically integrated business model allows for complete control over every aspect of development, from initial concept and architectural design to engineering, construction, and interior detailing. This approach ensures high-quality delivery and consistency across projects, contributing to the company's reputation for excellence in the luxury real estate sector. The company's expansion plans extend beyond the UAE, with strategic moves into international markets, including the United States and Australia. These efforts aim to diversify Sobha Realty's portfolio and bring its expertise in luxury real estate to a global clientele. Sobha Central's introduction aligns with Dubai's 2040 Urban Master Plan, which emphasizes sustainable and integrated urban development. By offering a blend of residential, commercial, and recreational spaces within a single development, Sobha Central contributes to the city's vision of creating vibrant, self-sufficient communities.
