Peninsula - 22/5/2006
The Qatar Financial Centre has launched its first integrated international TV, print, and internet advertising campaign, with a new slogan, Ready for Business. A teaser for the main campaign featuring the brand and the slogan, and a shot of the moon rising over the Doha skyline, was launched on CNN and CNBC on 15 May.
A full 60 second advertisement containing cinema quality images of various aspects of Qatar’s dynamic growth and investment will run on international finance and business TV channels from May 21. The marketing and communications programme illustrates the benefits for international financial institutions and corporates of doing real business in Qatar, which has committed itself to $130bn worth of investment over the next 5-7 years.
The advertising campaign emphasises the care and attention being put into every aspect of Qatar’s development, underscoring the potential of Qatar’s economic growth in the future, and the opportunities it offers to investors. The tone of the campaign reflects the self assured but understated and determined nature of Qatar towards its industrial, infrastructural and social development strategy.
The tv advertising campaign will run in bursts through the year and up to the end of March 2007. It is supported by a print advertising campaign which reflects some of the vignettes featured in the tv campaign, as well as internet advertising. The attached example illustrates Qatar’s investment in sports, and explains that of the $130bn committed by Qatar in new investment, $17bn will be directed towards sports and culture. Other print ads focus on infrastructure, education and the leisure industry.