Enterprise-wide Programmes | Entertainment | Fashion Retail | Hospitality | Luxury | Real Estate | Shopping Malls


  • Branding & Communication
  • Programme Design

Market: UAE

Conceptualised to unite all of Emaar’s varied assets, including Properties, Hotels, Dining, Entertainment, Malls, Retail and Leisure with a single rewards currency; Chayya led the project to a successful launch in her capacity as Group Director of Loyalty at Emaar, subsequently leading the team that managed the programme until December 2018. QBF was awarded the Programme Management in January 2019 and ran it up until August 2020.

U By Emaar has shown success in meeting its aspirations of cross promoting its offerings to its customer base and driving incremental spends into its diverse business offerings.

The programme launched a co-branded credit card with Visa and Emirates NBD in 2018, winning four awards in its first year


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