FAM Holdings:
Introducing Ras Al Khaimah’s Newest Luxury Address
CMEA crafted a China-focused marketing strategy for FAM Holdings’ landmark development—now managed under The Crest Collection by Ascott—delivering over 600 qualified leads from high-net-worth Chinese investors.
FAM Holdings is a Ras Al Khaimah-based developer committed to creating premium residential and hospitality spaces that deliver lasting value. Partnering with a state-owned construction firm and with its flagship project Al mahra resort now managed under The Crest Collection by Ascott, FAM Holdings has positioned itself at the intersection of global luxury and UAE real estate innovation.
To capture interest from China’s high-net-worth investors, FAM Holdings engaged CMEA to design and execute its first China-facing marketing strategy.
Challenges
Entering China’s competitive real estate market required overcoming:
- The need to frame Ras Al Khaimah as a luxury destination, emphasize the potential in proximity of Wynn Resort, distinct from Dubai
- Creating localized investor materials aligned with Chinese cultural and business expectations
- Generating qualified leads swiftly to support the sales team’s early momentum
Our Role:
Delivering a Multi-Channel China Strategy
CMEA partnered with FAM Holdings to develop a holistic approach that combined digital performance marketing and tailored investor communications:
Douyin Advertising Campaigns
We designed and executed targeted Douyin ads showcasing the project’s design, location, and luxury positioning—achieving strong visibility and engagement within the HNW Chinese audience.
Localized Sales Materials & Investor Decks
To support both online and offline investor engagement, CMEA created:
- Premium Chinese-language sales vouchers highlighting key selling points of the development
- A high-impact investor pitch deck tailored for presentations to Chinese decision-makers
Results That Matter
The campaigns generated over 600 qualified investor leads, positioning FAM Holdings’ flagship development as an attractive option for affluent Chinese buyers exploring opportunities in the UAE’s emerging markets.
Outcome
CMEA’s cross-cultural expertise helped FAM Holdings establish a credible presence in China and drive early traction in one of the world’s most competitive investor markets. With its landmark development now managed under The Crest Collection by Ascott, the project is well positioned for continued success among high-net-worth audiences.
