1. Brand Positioning

2. What is MIRS?
MIRS is a luxurious Resort and Spa, with an outstanding Andalusia palatial architecture, situated on a Marjan island, surrounded by relaxing and rejuvenating two beach fronts. MIRS offers the latest in SPA, International Cuisines, entertainment for the family, and privacy for it’s seekers.

3. Brand Positioning
What MIRS stands for in the mind of the market.

4. A Luxurious Andalusian Palatial Resort & Spa on an island of Wellness, Indulgence, Relaxation and Fun.
Luxury and Indulgence in the inside, Wellness and relaxation in the outside.
An Island of Luxury, Indulgence, Wellness, Relaxation and Fun. All in one

5. MIRS Personality (If MIRS was a person)
MIRS is a 40 y/old humble and modest Arab gentleman, who is well traveled, well educated, and enjoys the fine things of life.
He is healthy minded and respectful for all ages and nationalities.
He has a sense of humor and is down to earth. Ever smiling – optimistic and generous, he appreciates quality of life in food, comfort and wellness.
Good Family man, welcoming, sociable, friendly, likable, positive vibe - soul recharging.

6. MIRS Brand Strategy
Attract Local, Arab, and Western Individuals- including Business people-, Couples and Families who are seeking a memorable, unique and DIFFERENTIATED experience in an environment of culture, comfort, quality, indulgence and wellness. A place to escape from the busy life of the city and work monotony.

7. Target Audience/Market
Demographic
Primary :
1- European (German, Swiss, Russian, Scandinavian, and especially the cold northern countries “Sun Seekers”
2- Local Emiratis / Residents and Regional (UAE, GCC, Iran)
Secondary:
1- Other Arab Countries
2- Other European (East Europe, UK, Spain, Italy)
3- CIS countries, Indian, Chinese
Psychographic
Families and couples with medium to high income, who seek wellbeing and sunny vacations and keen to experience an unforgettable stay.

8. Target Market Perception
What impression, feeling or action is expected from the target market after seeing MIRS Brand?

9. Target Market Perception
After seeing the MIRS brand communication, the Target Audience will be:
Intrigued by the Arabian palatial Architecture, situated in a close proximity island to Dubai.
Eager to discover an unparalleled Resort and Spa that combines Luxury, wellbeing, Spa, entertainment, relaxation, privacy, international cuisines, in an Island setting.

10. MIRS Unique Selling Point
Escape to the Island of luxury, Indulgence, wellness, comfort, and fun. Live, and leave worries behind.