Doha, September – 16 September 2026 – Msheireb Properties, Qatar's leading sustainable real estate developer, has been honoured at the Marquee Awards in the Real Estate category for its digital marketing campaign, 'Msheireb My Vibe'. The ceremony was held on 10 September 2026 at the Hilton Dubai Palm Jumeirah.
The campaign was built on a simple insight: people do not choose destinations, they choose what they love doing. From this idea came the campaign platform, 'There's a Vibe for Everyone', which reframed coffee, culture, sport, food, art, design and family time as distinct vibes within one city. Each vibe was brought to life through a flexible visual identity that shifted with the audience’s interests, while remaining unmistakably Msheireb. The idea was further amplified through a hero campaign film and an animated characters film, both in Arabic and English, supported by Qatari and GCC content creators and brought to life across Msheireb Downtown Doha, transforming the city into a canvas for creativity.
Commenting on the recognition, Maha Al-Darwish, Director of Commercial Marketing at Msheireb Properties, said: "Msheireb My Vibe is about turning a destination into a feeling people can connect with. By bringing the experiences, people and energy of Msheireb Downtown Doha together through one engaging story, we have created a campaign that resonates with audiences and keeps them coming back, visualising the city through their own perspectives. This award is a strong reflection of the creativity and collaboration behind the campaign, and our continued focus on finding new ways to connect with our community and visitors."
Running across owned, paid and earned channels, the campaign was tailored by both interest and market, with targeting and creator partnerships extending across Qatar, Saudi Arabia, Kuwait and the UAE so that the message felt native to each audience. The campaign was brought to life through tangible experiences, with every vibe becoming an experience through carefully curated programming, from Sweet Sikka and Hosh Msheireb to the Baraha Musical Concert and Baraha Cinema.
The campaign reached 60 million people across the GCC and grew the organisation's digital community by 31%, with website users up 41%. Msheireb Downtown Doha welcomed a record 6,703,885 guests over the winter season 2025, a 5% year-on-year increase, with visitors spending an average of 171 minutes in the city.
The language was ultimately adopted by the community itself, with residents, visitors, retailers and artists claiming their own vibe in their own words, creating a ripple effect of non-stop content creation.