The brief.
AER is a club and lounge in Dubai, dropped into a market with no shortage of Friday-night options. The brief was to position the room as a premier nightlife destination across diverse audience segments — corporate lunches one afternoon, ladies' nights another evening, brunch the next weekend — without the brand losing shape across the calendar.
Discount-first marketing would have undercut the price point; one-segment marketing would have left half the room empty on the slow nights. The job was a calendar that gave a regular reason to come back across multiple audiences, with one consistent brand voice running through it.
