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Sime Darby Property promotes sublime new luxury lifestyle brand

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Sime Darby Property  along with its brand consulting parter G.A Brand Design Kuala Lumpur has unveiled a new luxury lifestyle brand called Alya Kuala Lumpur.The brand will be brought to life with a series of world-class sporting events, brand collaborations and meticulous master-planning and execution. Alya will play host to a series of residential, commercial, retail and hospitality developments, with new public transport links and a gross development value of RM8 billion. The campaign launched last week with a significant spend on out of home, print, digital banners, social media and PR.Alya means "sky" or ‘sublimity’ in Malay – this name was chosen because the company wanted to create a brand that will inspire audiences to live the best lives they can, in harmony with all elements – nature, work, home, a life lived in rhythm and balance.Clare Kenny Tipton, CMO of Sime Darby Property said:“Alya Kuala Lumpur brings a new narrative to Sime Darby Property’s brand portfolio and defines our decisive move into the premium, branded lifestyle sector, and in the process, is creating a new global Malaysian luxury lifestyle brand. Alya master-brand will cover a series of one-of-a-kind partnerships moving forward.  It’s a concept that we see working both overseas as well as in Malaysia, as Sime Darby Property looks to expand its influence globally.”Jonathan Aeberhard, managing director of G.A Brand Design also added:“The Alya mark we designed includes a unique serif to reflect the natural setting, whilst the communications campaign uses striking imagery to demonstrate the concept of man and nature coming together in balance. The campaign deliberately reveals little – we want to take our consumers on a journey – who is Alya? What does this place feel like? What does it stand for? Too much property marketing tries to tell the whole story all at once. We want to engage the emotions and hearts of our customers first, then their minds” 

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