We turn buildings and cities into world-renowned brand ...

Our property is building brandsWe turn buildings and cities into world-renowned brand destinations

Strategic brand and communications consultancy, we focus on the property industry and have done so for over ten years, working on many of the best-known developments in the world.

> Specialise in brand, strategy and implementation.> Fundamental understanding of the

property sector.> Team is drawn from a wide and complementary skill set.> Senior partners have extensive client-side experience.> Over fifteen-year proven track-record in defining

and delivering brand within the property industry.

Points of difference

Architects formulate the ‘environment’ Leasing teams define and sell the ‘offer’We create the ‘brand experience’ to establish the point of difference as a unifying vision and define the journey.

Philosophy

ENVIRONMENT OFFER

EXPERIENCE

> Define the brand> Establish the marketing

strategy as a framework for building the brand

> Manage the implementation of the strategy

Disciplines

Strategic road map

Immersion > research> quant> qual> competitors

Brand positioning

Naming

Brand identityand collateral

Marketing strategy

Management

Implementation> B2B> B2C

1 2 3 4 5 6

Our clients:

Bab Al Madina / Damascus / SyriaBahrain City Centre / BahrainBluewater / Kent / UKBroadgate / London / UKDundee / Dundee / Scotland

BAABENOYBRITISH LANDCHELSFIELDDUBAI PROPERTIESEBLANA HOTELS & RESORTS GROSVENORIGBLEND LEASENEW WEST END COMPANYMAFRETAJYENkIT TOURISM

Festival Place / Basingstoke / UKLiverpool ONE / Liverpool / UKMall of the Emirates / Dubai / UAEManama Lagoon / Bahrain Meadowhall / Sheffield / UK

Mirdif City Centre / Dubai / UAEPraa / Italian Alps / ItalyTerminal 5 / London Heathrow / UK The Gardens / Kuala Lumpur / Malaysia

Toscana / Castellina / ItalyWest End / London / UKWestfield / Whitecity / London / UKYenkit / Muskat / Oman 313 Somerset / Singapore

BluewaterKent, UK / Lend Lease

No comparison( BRAND POSITIONING )

We defined the Bluewater brand and devised a three-year communications strategy.

This took Bluewater from a disused chalk quarry in Kent to the leading retail and leisure

destination in the world. Along the way, Bluewater achieved recognition for ‘the first

time that a brand has been built in the industry’ (ICSC Jean Louis Solal Awards, 1999).

Ten years on, Bluewater remains a client, with Klein O’Rorke responsible for consumer

and trade PR, and leasing support.

We also devised a new TV, consumer marketing campaign for Christmas 2008,

which won Gold and Silver at the ICSC Solal Marketing Awards.

MARkETING STRATEGY / MANAGEMENT / LAUNCH

YenkitMuskat, Oman / MAF

Where the earth meets the sea, meets the sky

( BRAND POSITIONING )

Yenkit Tourism Development LLC, a joint venture between the Omani investors and Majid Al Futtaim

Group, had masterplanned a US$2 billion, 950 hectare luxury integrated tourist resort complex

on the coast 20km southeast of Muscat.

Our role was to define the positioning and create a name and identity that reflected the quality of

the offer and philosophy of the partners.

We commissioned qualitative research amongst target buyers, geographically located across the Middle East. Stakeholder interviews provided further insight, and a competitor audit

established the context for the brand.

The unique geographical location of the development was identified as a key element for

the positioning, naming and identity.

BRAND POSITIONING / NAMING / IDENTITY

Bab Al MadinaSyria / MAF

New Dawn( BRAND POSITIONING )

Bab Al Madina will be a world-class tourist and commercial development that will be

integrated into the Arabic culture, heritage and geography of Syria.

Situated in one of the more upmarket areas of Damascus and in a significant strategic location

due to its adjacency to the main Beirut to Damascus highway, Bab Al Madina will be a

series of interconnected offers.

Retail, commercial, hospitality, residential and leisure, complement one another in

a place that embraces the concept of town squares, civic space and the natural

environment. In essence, Bab Al Madina will be a new city.


Manama LagoonBahrain / Retaj

MARkETING STRATEGY

A sense of place, a place of senses


A mixed-use waterfront development in the diplomatic area of Bahrain. The US$2 billion

project will be a state-of-the-art development and is set to become the ‘gateway to Bahrain’.

Klein O’Rorke defined the Manama Lagoon brand and devised a three-year

communications strategy.

A development with the potential to stand as Bahrain’s flagship asset. Nestled on the coast of Manama, this high density, low-rise mixed

use project is targeted at ‘premium’ buyers looking to live and visit somewhere truly unique.

We developed the marketing strategy and implemented a number of key first-stage tools. Most importantly,

Klein O’Rorke lead the development of the brand positioning, which will drive every

aspect of the communication.

White City (Westfield London)London, UK / Chelsfield

MARkETING STRATEGY / MANAGEMENT /

BRAND POSITIONING

An Alternative to the West End


Chelsfield appointed Klein O’Rorke to define the positioning and communication

strategy of Whitecity, a 150,000m2 shopping centre under construction in west London.

A key challenge was how could a suburban shopping centre become a genuine

alternative to Londons’ West End.

The challenge was met by defining a clear positioning and, as importantly, devising

the communications strategy. This was developed from understanding the target

audiences and competitors, and identifing how White City could differentiate itself.

Now owned by Westfield, the development’s positioning as an alternative to central London

remains constant and is reflected by its new name: Westfield; London.

Mall of the EmiratesDubai, UAE/ MAF

Dubai just got Cooler( BRAND POSITIONING )

A 200,000 m2 shopping mall and an audacious 400m indoor ski slope had the

potential to reaffirm Dubai’s status as a world-class destination.

We were appointed to work on the brand positioning, naming and identity.

In March 2007, just 18 months after

opening, Mall of the Emirates was voted ‘Retail Destination of the Year’ at the inaugural

World Retail Awards, and is regarded globally as a top five shopping mall.


BroadgateLondon UK / British Land and Blackstone

The Address of Success( BRAND POSITIONING )

Whilst Broadgate is London’s premier office address, it must compete locally and globally

to attract bluechip multinationals.

To do so requires a clear positioning, highlighting both its heritage and its relevance in today’s occupier market. Klein O’Rorke was

appointed by British Land and Blackstone, Broadgate’s owners, to define that positioning.

Using a pioneering combination of quantitative and qualitative research, thorough peer and

competitor audits, and with a focus on defining the Broadgate ‘experience’, a positioning has

been created that will serve Broadgate for many years to come.

The positioning has been fully embraced, not just by Broadgate and Blackstone, but by

the Estate’s management team, leasing agents and architects, and is driving positive change

in behaviour and perception.

BRAND POSITIONING / MANAGEMENT

DundeeScotland / Dundee City Council

BRAND POSITIONING

Enjoy. Enrich. Excel.Following four successful years’ trading,

Lend Lease appointed Klein O’Rorke to define the vision for Overgate in the context

of a 15-year masterplan.

We interviewed key stakeholders, including MSPs, councillors, retailers, agents

and representatives from Lend Lease, the outcome of which was a clear vision for

Overgate’s evolution from a shopping centre to a major regional centre and

the heart of a thriving city.

Following our work on Overgate, Dundee City Council and Scottish

Enterprise Tayside appointed us to define a vision for Dundee.

Terminal 5Heathrow, London / BAA

A breath of fresh air( BRAND POSITIONING )

T5 was BAA’s opportunity to break new ground in air travel, and herald

a new approach for all of Heathrow.

BAA employed Klein O’Rorke to turn their vision into a brand positioning for T5’s

retail and catering offer. We also considered the implications of the brand on the offer and

environment so that the vision became reality.

T5 opened in 2008 and has already achieved critical acclaim for the quality of the retail

and catering, most notably through the decision by Gordon Ramsay to open an airside

restaurant at T5, a first in the industry.

BRAND POSITIONING

Northern QuarterPortsmouth / Centros

Capital of the South( BRAND POSITIONING )

Portsmouth transformation focussed around Centros’ Northern Quarter, a retail-led mixed-use

development at the heart of the city.

We defined the positioning of Northern Quarter and created a four-year communications

roadmap for the development.

Independently to this, we worked with the council to create an umbrella campaign that unites all

of Portsmouth’s development projects under one banner. Leading with a strong identity, this generates energy across all audiences for

the entire regeneration of the city, helping to establish its positioning as the ‘waterfront city’

and capital of the south.

.


ToscanaCastellina, Italy / Eblana Hotels & Resorts


What age is perfection( BRAND POSITIONING )

Eblana Hotels & Resorts acquired a stunning hillside farm complex in Tuscany.

Klein O’Rorke was employed to work as part of the masterplanning team, alongside WATG,

to create a vision, name and identity for the development.

‘Tuscany’ has become a ubiquitous term, with Google listing over 14 million references.

Consequently, a differentiator was needed that achieved cut-through and created a distinct

identity and personality for the project.

Castellina, the village in which the development is located, provided that inspiration. From its rich

Etruscan heritage, to its role in Renaissance and the Lega del Chianti, Castellina is a physical

embodiment of the very best of Tuscany.

The village also provided a number of rich creative routes for naming and identity development.

313@somersetSingapore / Lend Lease

Shopping as it should be( BRAND POSITIONING )

Lend Lease launched 313@somerset in Singapore, its first major fully integrated retail

development in Asia, on March 3 2010. The 30,000m2 centre is situated on

eight levels above the Somerset subway station on Orchard Road, Singapore’s

equivalent to the West End.

One of many retail developments on Orchard Road, 313@somerset was

positioned as a more intimate and personal mall where a thousand small gestures would

create a unique experience.

This positioning led the naming and brand identity.


Mid Valley GardensKuala Lumpur, Malaysia / IGB

Ultimate luxury redefined( BRAND POSITIONING )

Just outside Kuala Lumpur city centre lies Mid Valley City, a 1.6m sq m mixed-use development anchored by Megamall, a

200,000 sq m shopping centre.

The owners, IGB, appointed us to define a positioning that would reflect the development’s

role as a suburb in its own right, recognising the incredible potential of a high-end retail,

office and residential offer within Mid Valley City.

This development is now seen locally and internationally as its own distinct and as a refreshing alternative to Kuala Lumpur city

centre, attracting a number of premium retail brands out of the city centre. Another first.

BRAND POSITIONING

Bahrain City CentreBahrain / MAF

Experience life as it should be


Majid Al Futtaim Investments commissioned Klein O’Rorke to develop the brand proposition for Bahrain City Centre as part of the expansion of the City Centre brand throughout the Middle

East. Bahrain City Centre is the largest (140,000m2) and boldest shopping centre in

Bahrain featuring a mix of entertainment, convenience and high fashion retail.

In order for centre to succeed in a highly competitive retail market close attention

needed to be given to the brand. Klein O’Rorke looked specifically at the Bahrain

retail and consumer market, conducted a strategic and visual audit and analysed existing

research. The conclusions and observations were presentation to the client team, followed

by a workshop which gauged out a clear vision for the Bahrain City Centre brand.

BRAND POSITIONING

Mirdif City CentreDubai, UAE / MAF

A place for you( BRAND POSITIONING )

Hailed as the UAE’s next super regional centre, this 191,000 m2 development will

be home to over 430 retail outlets and a wealth of innovative leisure activities.

We were appointed by Majid Al Futtaim, to create the brand positioning,

to capture the essence of the destination rather than just a mall.

Focused on lifestyle and community facilities and inspired by the vibrant lifestyle

of the communities surrounding the centre, the project includes a special ‘edutainment’

area for children, a 14-screen multiplex cinema, and 60 multi-cuisine restaurants

and cafes including two food courts.

BRAND POSITIONING

> Specialise in brand, strategy and implementation.> Fundamental understanding of the

property sector.> Team is drawn from a wide and complementary skill set.> Senior partners have extensive client-side experience.> Over fifteen-year proven track-record in defining

and delivering brand within the property industry.

Points of difference

Klein O’RORKe

If you need any more information please email Jeff klein at:

[email protected]

klein O’Rorke 3rd Floor Baird House15-17 St Cross StreetLondon EC1N 8UW

M +44 (0)7768 258 377

T +44 (0)207 440 9960

We turn buildings and cities into world-renowned brand ...

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