Binghatti x Mercedes Benz Places
THE BRIEF
The major Emirati property development and Dubai-based company, Binghatti Developers, in collaboration with Mercedes Benz, were developing a collaborative residential project: Mercedes Benz Places | Binghatti; this elite 341-metre high, 65-storey complex, housing luxurious 2-5 bedroom penthouses, duplexes, and triplexes, will rise in the heart of Downtown Dubai on one of the last remaining plots and is scheduled for delivery in Q4 of 2026.
Atteline was tasked with promoting this first-of-its-kind development, a $1 billion branded residence, to tier-one regional and global media outlets, as well as the general public, through PR exposure and overall event management.
THE DELIVERY
To achieve Binghatti’s overarching goal of maximising its reach to secure investment interest and demonstrate its commitment to bettering the environment through this luxurious green residential development, Atteline planned a two-part launch event at the Meydan Hotel; preceding this, our Corporate Division distributed a press release in December to tease the impending project launch and raise awareness about it ahead of its formal announcement.
The first part was a press conference set up on the 24th of January. Mr. Muhammad Binghatti, CEO of Binghatti Developers, alongside Britta Seeger, member of the board of management of Mercedes-Benz Group AG for marketing and sales, took to the podium to officially announce the project to media from tier-one outlets including Khaleej Times, Construction Business News Middle East, and Zawya Projects. Subsequently, 1-on-1 interviews were set up for Mr. Muhammad with tier-one outlets such as The National and CNN.
This one-hour session was moderated by Tom Urquhart and included an interactive Q&A for any further clarification after the spokespersons for Binghatti and Mercedes Benz had talked through the offerings of the residential project; including its annual removal of 600,000 metric tonnes of carbon emissions, as well as the detailing of other innovative features such as 75,000 square feet of photovoltaic façade to generate enough electricity to charge 40 electric vehicles (EVs) per day, were unveiled to the audience of approximately 30 people, 16 of which were secured by Atteline.
A black-tie gala dinner at the Meydan Hotel followed for journalists, influencers, prospective investors, real estate industry professionals spanning sales and development, and more.
American actor and television personality, Terry Crews, was flown to Dubai to emcee this spectacle. Towards the tail-end of this event, Atteline’s corporate team dispatched a press release to the media which also included an under-embargo tie-up with Khaleej Times.
THE OUTCOME
The ensuing result was positive and impactful while catering to Binghatti’s overall objective of raising awareness about the project to encourage inquiries that ultimately translate to sales.
From a PR standpoint, Atteline was able to secure a total of 45 VIP attendees for the press conference and gala dinner. Moreover, approximately 25,000 people attended the evening event to witness the unveiling of Mercedes Benz Places | Binghatti.
In addition to these efforts, the dispatched press release collectively reached a total of 331,198,231 people and achieved a total coverage of more than 266 clippings worth a PR value of over $ 1,459,235.09 and an AD value that exceeded $ 1,419,497.03.