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Qatar Seeks Global Comms Support For Lucrative Property Brief

EMEA, Global

Arun Sudhaman 07 Nov 2012

LUSAIL, QATAR--Qatari Diar, the multibillion dollar property investment vehicle that owns the London Olympic Village, is seeking PR support to help it build a stronger global image.

According to tender documents seen by the Holmes Report, the organization is eyeing a comprehensive range of PR services, with fees expected to reach $1m per year. Qatari Diar, which is owned by Qatar's sovereign wealth fund, has worked with Brown Lloyd James in the past.

The brief calls for a lead corporate communications agency to develop a "well-defined strategic communications strategy and plan", focusing on two key brands: Qatari Diar, which oversees $38bn in property assets globally; and Lusail, the 'planned city' that is the company's signature Qatari real estate project.

For both brands, agencies are being sought to provide corporate reputation counsel. For Qatari Diar, this involves bringing its new 'Art of Real Estate' positioning to life. Lusail, meanwhile, requires keeping an affluent, influential stakeholder base informed of progress and innovation, via specific campaigns.

Corporate communications activities include reputation management, investor relations, media outreach, CSR and internal communications. In particular, the agency sought is expected to second a number of executives to Qatari Diar, to help train and develop the company's existing marketing staff.

In addition, the tender also specifies a broad project support requirement, covering Qatari Diar's numerous global investments. These include property developments in Qatar, along with projects in Africa, Asia, Americas and Europe.

In the UK, the company is calling for PR services for Chelsea Barracks and Grosvenor Waterside; London Olympic Village, which it co-owns with Delancey, does not require immediate support but agencies should, according to the brief, expect it to "come online".

The tender also calls for event and sponsorship services including sales and project launches.

Qatari Diar did not respond to request for comment as this story went live.


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