Rebranding
In an effort to promote itself as a destination for investment, business and overseas visitors, Bahrain has launched itself as a global brand in an international marketing campaign.
Bahrain’s Economic Development Board (EDB) announced it would be spearheading the initiative. The goal is to unify the efforts of various sectors into a single brand that is instantly recognisable around the world.
“To succeed, we have to work together to promote and position Bahrain,” said EDB Chief Executive Sheikh Mohammed bin Essa Al Khalifa.
Unveiled on September 10 at a workshop that brought together representatives of both the public and private sectors, the brand-positioning strategy for Bahrain aims to promote the benefits to be had from investing in Bahrain, as well as the attractions the kingdom holds for tourists.
“The strategy reflects the ambitious vision set for the kingdom,” said Al Khalifa. “These initiatives are one way for us to share with the world the unique advantages that Bahrain possesses and the opportunities available at a time where we have to show clear commitment for sustained success and prosperity in our economy.”
As part of the strategy, which has been developed after extensive consultations with government and private sector representatives, a promotional campaign will be developed in the coming months to showcase the kingdom’s economic vision and to position Bahrain as a global economic force.
The EDB has been tasked with co-ordinating the campaign, with UK-based public relations agency Weber Shandwick already appointed to conduct the branding and promotion process. A tender will be called shortly to select a suitable agency to carry out worldwide advertising campaigns.
At the centre of the strategy is the goal of co-ordinating and focusing efforts to raise the profile of Bahrain as a business and investment hub and strengthening the links between the state and the private sector. However, in this effort, the EDB is operating in a highly competitive region, with many of the kingdom’s neighbours having set their sights on very similar targets.
One of the government’s prime objectives has been to position Bahrain as an international financial hub. Key to this has been the developing of the $1.5bn Bahrain Financial Harbour (BFH), a business centre on the capital’s waterfront.
While Bahrain has long had a reputation as a regional finance centre, Qatar and Dubai in particular have stepped up their own efforts to attract international banking and finance firms, with some success. With both having extensive financial resources to splash out on such developments, Bahrain has to work harder and smarter to promote the advantages it holds over its rivals.
These include its more liberal investment and business laws and the high level of openness of its economy, rated the freest in the Middle East in the 2007 report on global economies by the Heritage Foundation and the Wall Street Journal.
In the tourism sector, another of the key planks in the brand positioning strategy, Bahrain faces stiff competition from around the region. The state has sought to stress the wholesomeness of the kingdom as an attraction for family vacations. By doing this, it distances itself from the more flamboyant and glittering offerings from Dubai and Abu Dhabi or the more rugged appeal of Oman.
As a meetings, incentives, conferences and exhibitions (MICE) destination, Bahrain has developed a strong infrastructure to host such events as part of its declared policy to promote business tourism. But then too, so have countries such as Kuwait, Qatar and the big two of the UAE, Abu Dhabi and Dubai.
Branding Bahrain may well increase the kingdom’s profile, boosting investment and tourist numbers and help raise employment levels but the packaging of the country will need to have substance along with style if it is to gain on its regional rivals.
OBG – Bahrain Volume 120 – 14 Sept, ’07