BBC is first international broadcaster with a billboard in Baghdad - promoting its Arabic service on FM

After months of negotiation with pre- and post-handover Iraqi authorities, the 14x4 meter billboard, promoting BBC Arabic radio and online, has been erected on top of a large office building in the commercial Al Mansour district.

Promoting the BBC's 89FM frequency with the strapline, The World, Your News in Arabic, the campaign reinforces the importance Iraqi people place on impartial and objective news from the BBC. Over 3.3m people in Iraq are now listening to the BBC Arabic, many of them tuning into the seven new FMs the BBC has launched across the country.

The billboard is sited above an optician and is the latest stage in the BBC's ongoing marketing campaign in Iraq. Other activity includes a map/ calendar for Baghdad residents and print advertising to promote the new FM frequencies in the Iraq national daily Azzaman and a range of pan-Arab newspapers.

Jane Futrell, Head of BBC World Service International Marketing, says: "It has been a real challenge for the team getting a billboard into Iraq, the timing and location took months to negotiate but research proves our audience is growing rapidly on FM. There is a need for impartial international news and it is important people know how to access us."

The UK based company, Virtuality designed the artwork, the site was sourced and negotiated by Creative Media in the UK and the Lebanon-based contractor, Picasso.