Modern Home - The First Retail Brand in Qatar, to Embark on an Image Building Campaign

DOHA, July 5th, 2006: Modern Home, Qatar's premier retail outlet has revealed a refreshing new image campaign, aimed at reaffirming the company's position as market leader in Qatar's retail space.  

This fresh campaign was borne by the company's progressive management, who has consistently and successfully strived to make Modern Home a trendsetter in the market.  Since it was founded, Modern Home has acted as a second home for Qatar residents.  Modern Home consistently aims to provide shoppers with the "Feel at Home" shopping sensation, which has been present throughout the company's history.  It is aligned with some of the most renowned brands from across the world.

Modern Home's management identified a need to expand the already strong emotional connection with its current customers to the younger generation, to newcomers to Qatar and to people outside Qatar, which together represent a very large consumer segment in the country and are a powerful factor in the ever-changing demographic profile of the country.

The "INDULGE" campaign comes as part of their strategy to tap into new markets and to identify new franchising opportunities in order to take their retail expertise beyond Qatar, to cater to the luxurious needs of customers who want an indulgent shopping sensation in the GCC  

The new image campaign - "Indulge"

Four years ago Modern Home re-branded and introduced the corporate identity & the logo people are now familiar with.  The company is today introducing a new element - "Indulge". 

The new "Indulge" element fully embodies Modern Home's sole objective of enriching its customers' lives.  The company constantly endeavors to anticipate its customers' needs and is known for bringing the latest and best products & services to its stores. 

"Indulge" also symbolizes the company's commitment to providing consumers with the world's most elite brands including brands such as for example Rolex which was introduced by Modern Home more than 55 years ago and Sony, which the company brought to Qatar more than 40 years ago.

Mr. Nazar Najarian, Group General Manager, said "The image campaign we have launched has been developed by the team to embody Modern Home's offering to our customers.  Since the company was founded we have brought the biggest and the best brands to Qatar, so when we say "Indulge", this is exactly what customers can do at Modern Home - they have the widest choice of the world's best brands."

Mr. Najarian continued, "When we talk about customers indulging themselves at Modern Home, we are not just talking about products, we are also talking about the service our employees give, the feeling a Modern Home outlet provides, and the overall experience a customer has when they visit one of our outlets."

Today the company offers a vast range of products to Qatar's consumers from electronics and computers to watches and fashion, from cosmetics and shoes to music and games. 

The new image campaign has been developed with this in mind and aims to demonstrate the wealth of choice consumers have when they visit a Modern Home outlet. 

Mr. Nazar Najarian, Group General Manager continued, "The visual content of the campaign brings together two very different categories in a single image.  This may be cosmetics products visually representing a musical instrument or a perfume product representing electronics.  This very creatively represents the breadth of our brand offerings.  The whole campaign is based on a very simple template."

-Ends-

About Modern Home
Modern Home is Qatar's premier retail network of outlets, providing consumers with the widest choice of the world's most prestigious brands including among others:

  • Watches - Rolex, Tudor, Roger Dubuis, Jorg Hysek, Rodolphe, Armand Nicolet, Sector Sport Watches and more.

  • Perfumes, Cosmetics - Chanel, Givenchy, Elizabeth Arden, Phytomer, Ingrid Millet and more.

  • Fashion - Brioni, Valentino, Corneliani, Versace Collection, Loro Piana, Joop!, Francesco Smalto, Mariella Burani, Dormeuil, Trussardi Jeans, Gerard Pasquier, Cerruti Jeans, Van Laack and more.

  • Leather accessories - Bally, Clarks, Bruno Magli, Moreschi, Stuart Weitzman, Fratelli Rossetti, Noya, Baldinini and more.

  • Audio & visual electronics - Sony, Yamaha, Bose, Sony Ericsson, IBM ThinkPad, G-Hanz  and
    Apple's I-Pod and more.

Modern Home was established more than 55 years ago as Qatar's premium brand outlet by Abdullah Al-Darwish and pioneered the high-end department store concept in Qatar.  Throughout the company's history, Modern Home has been considered a leader in Qatar in terms of managerial structure.  The company has since developed a large portfolio of world class brands that it offers to consumers throughout the country. 

For more information: www.modernhome.com.qa 

For further information, please contact:
James Hawksworth                                         
ASDA'A Public Relations                                   
Doha, Qatar                                                      
Email: j.hawksworth@asdaa.com                       
Tel: +974 435 1113                                           
Fax: +974 435 1511    
                                      
Mr. George Razzouk
Advertising Manager - Modern Home       
Doha, Qatar
Email: george.razzouk@bdpgroup.com
Tel: +974 442 2815
Fax: +974 431 4700

© Press Release 2006