Qatari Diar Real Estate Investment Company (Qatari Diar) is targeting "elite" Londoners this summer with an advertising campaign that will, among other things, slap the Qatari Diar brand on 200 black cabs. Qatari Diar is also sponsoring the Harrod's Sale, which runs through July 19, as a way of introducing the projects of Qatari Diar International to an international audience. The campaign is created by Barwa Media, itself an arm of another Qatari property company, Barwa Real Estate Company.
Apparently, they picked this route because more than 60 per cent of Londoners who ride in cabs are in the "elite" marketing category.
"The majority of the elite category are investors, and they are exactly the type of high-end real estate buyers Qatari Diar seeks to attract via the promotions for its different and diverse projects especially in the UK," said Mohammed Bader AlSada, Barwa Media's chief executive.
Apparently, the Qataris have gotten the news that the UK's troubled housing market may have stablized, as reported in yesterday's Financial Times, and the Brits may finally be in a buying mood.
