Emaar was launching Park Island, a new high-end development within Dubai Marina. However, several other developers were launching projects at the same time, at a lower cost per square foot. In order to target individuals willing to pay a premium price for a premium product, we tied up with Emirates NBD and invited their high-net worth customers to a pre-launch event. The hand-delivered invitation recreated the smell of waterfront living. At the event, 74 properties were pre-sold a day before the official launch, with over 8% of the mailing list making a purchase.