The third round of the Gulf Air Bahrain Grand Prix 2005 road show campaign glitters in Dubai

The great success witnessed in Beirut and Kuwait registered huge traffic at the Bahrain International Circuit (BIC) stand. This translated into an impressive sale of race tickets and complete race package programs prepared by Gulf Air.

The US$150 million desert track hosted the third leg of the FIA Formula One 2004 world championship last year in April making it the first country in the Middle East to host this prestigious event. BIC also recently won an award for the best organized Grand Prix in 2004.

The road show will turn its wheels to the regional capital of automobile manufacturers, Dubai, signaling the end of the first half of the campaign. The Dubai road show will be held in Dubai, UAE from the 16th till the 21st of February in the Mercato Mall. The campaign aims to promote the Gulf Air Bahrain Grand Prix 2005 to be held on April 1, 2 and 3. It will be the third round of the FIA Formula One World Championship 2005.

The audience will be taken on a trip into the glittering world of Formula One. The BIC stand will include a virtual Formula one driving experience via an F1 driving simulator, which promises to bring to life most aspects of formula one driving with all of its thrill and excitement. The audience will be able to buy race tickets or specialized packages prepared by Gulf Air, which include flight tickets, race tickets, transportation and accommodation.

The importance of Dubai for the Gulf Air Bahrain Grand Prix 2005 lies in its geographical proximity to Bahrain, which allows racing fans to come to Bahrain by plane in just about an hour's time and return back on the same day. This route will simplify their race attendance program and inject it with more realism and enthusiasm.

Dubai is also home to one of the largest foreign multi-national community from all over the globe. This makes of Dubai not only a regional platform but a global one for promoting the Bahrain GP. Also, the promotional campaign in Dubai is unique as it signals the countdown for the Gulf Air Bahrain Grand Prix 2005 which will kick off in six weeks.

Dubai is considered a regional hub for the automobile industry. In fact it is a stage for hosting a string of launches of the latest in automotive products. It is home to the official invitation sent out to key figures to test drive the latest and most technologically advanced cars in the world.

Moreover, UAE nationals are known for their deep passion for motor sport especially Formula One. Dubai will also be the home of the recently launched A1 Grand Prix world championship which in return will make the UAE community gear up for single seater motor sports.

Martin Whitaker, General Manager of BIC, stressed the importance of Dubai for the BIC Road Show promotional campaign and reminded fans of what is awaiting them at race: 'After the great success of the Road Show promotional campaign for the Gulf Air Bahrain GP 2005, and in combination with the notable increase in ticket sales, we are happy to come to Dubai for the third round of the campaign since it is one of the most important regional and even worldwide hubs in the automobile industry'.

'Also, the international status of Dubai goes hand in hand with regional and global vision of the Bahrain International Circuit. There is no doubt big companies and corporations will be extremely interested in the tickets and packages prepared which goes hand in hand with the image they entail. What is special in our Dubai round is that it signals the count down of our road show campaign. There are only six weeks separating us from staging the Gulf Air Bahrain Grand Prix 2005 which I promise will carry all the interest and enthusiasm of the previous race, in addition to a special and unique scent derived from our intensive experience which lasted a year since the first Formula One race. During that time we worked tirelessly to host several world class races and events.'

With respect to the Dubai road show, Sheikh Salman Bin Essa Al-Khalifa, Governmental Affairs and Public Relations Director of the circuit, commented: 'There is no doubt the UAE nationals are rich with knowledge about motor sports, especially Formula One. It is enough to have a glimpse on the kind of single seater racing series that are staged here from Go-Karts to the upcoming A1 Grand Prix series to shed a light on what I am talking about.'

'The UAE citizens have always been passionate about the highest level of Motor Sport Activities, and they continuously strive to enjoy the ultimate festivals of speed across the world. Hence, we offer them no less than Formula One to enjoy'. 'There is no better opportunity to watch the likes of Michael Schumacher and Juan Pablo Montoya battling wheel to wheel than at the best circuit in the world, Bahrain International Circuit. No doubt it's an irresistible combination, made for those who are always seeking the best.'

'With respect to the road show campaign staged here, the special element in our Road Show campaign is its focus on the experience and feeling of driving an F1 car in virtual reality, by providing a Formula One driving simulator near the BIC stand for people to try. This will enlighten them about the attractions at the forthcoming F1 race in Bahrain. On the other hand, BIC, which is now enhancing some of the circuit facilities in a number of ways, will work hand in hand with appointed travel agents around the world to support all F1 visitors in finding accommodation and transportation. Moreover the Bahrain International

Circuit extends its invitation to the corporate sector, and we will make sure as we did in our inaugural F1 race, to satisfy the different requirements of Motorsport fans by offering tickets spanning across a wide price spectrum.'

Hisham Abu AlFateh, Gulf Air Manager Public Relations, stated: 'Gulf Air is very proud to be the naming sponsor for this extraordinary event. The Grand Prix has been a major catalyst in availing a magnificent platform to brand our company's products and services to over 500 million viewers and motorsport fans around the world. This special event has simultaneously contributed to a significant increase in the number of visitors to the region. Thus we consider ourselves an international airline associated with a great international event'.
'We have worked closely and vigorously with the Bahrain International Circuit as early as the preliminary construction stages, (to coordinate and invite members of the regional and international media months before the event), up until the final countdown of the launch of the largest event in the history of the Middle East. This collaboration had a huge and positive impact in creating awareness within the local, regional, and international markets'.

'On the promotional front', added Abu AlFateh, 'last year we had tailored for several promotional packages that included the air ticket, accommodation for 3 days, as well as the F1 attendance ticket. Gulf Air also mounted 2 extra flights from Dubai to Bahrain. As for the forthcoming Gulf Air Bahrain Grand Prix 2005 we have already tailored for more attractive packages and promotions'.

After the successful conclusion of the Gulf Air Bahrain GP 2004, BIC embarked on an ambitious and highly intensified work program to realize its slogan as 'The Home of MotorSport in the Middle East'. Just a few months ago, the Circuit hosted two international races, the F3 SuperPrix Race and the Bahrain GT Festival Race. The circuit also held a variety of races like the hugely popular drag race, MECAR championship, and Mini Cooper challenge.

The Bahrain GT Festival Race was organized and staged with the utmost dedication and professionalism. Top notch GT cars lined up the grid and engines roared as fans across the globe held their breath in anticipation of the most stunning line-up of Porsches, Ferraris, and Lamborghinis racing wheel to wheel. In addition, the F3 Super Prix received praise from all over the globe. A wave of positive comments about the circuit's facilities and organizational standards from professionals across the spectrum of motorsport was heard. The grandness of what was achieved was soon evident, and it was clear that the huge effort pulled by everybody was definitely worth it.

The circuit was once again propelled into the limelight as the BMW Williams F1 team launched its team livery making it the first formula one team to be launched in the Middle East. The team was proud of their choice to use Bahrain as a launch pad. Sir Frank Williams, BMW WilliamsF1 Team Principal, mentioned that the facilities are of top standards and provide the necessary confidence that all the demands needed for staging an international event.

Moreover, hundreds of participants aboard their angry cars lined up on the 10th of February for the start of the First Test and Tune Practice Session for the 1st drag race of the year at the Bahrain International Circuit.

Another one of these Drag Test and Tune Practice Sessions will follow on the 21st of February. Each of these sessions will include more than 50 cars. The number of participants and cars will increase dramatically at the Drag Race taking place on the 24th of February. Drag Racing is proving to be immensely popular in Bahrain, especially that some of the cars and drivers participating are from across the Gulf Region.

The circuit thrives to be the centre of safe driving awareness and educational campaigns. With this aim, the circuit prepared an agenda to concentrate on teaching the safe aspects of driving. The circuit's track is also home to the speed of young men who let out their anger on the specialized track instead of endangering the lives of the innocent on public streets.

In that regard, BMW recently opened a Performance Center at BIC, which is the first of its kind in the Middle East and the second in the world. The center houses one of the most modern facilities and for the very first time, the center unites the programs of the Formula BMW Racing center and the BMW Driver Training under one roof. The fleet of cars at the center's disposal comprise of BMW M5 and M6 vehicles in addition to Formula BMW FB2 single seater race cars. These cars provide the basis for kick starting one's professional career in motor racing, with strong hopes to deliver the first Arab driver to the world of Formula One racing.

Also, the BIC will witness the opening of an 'off road school' on its premise with 20 Land Rover cars at its disposal.

Before staging the Grand Prix in April, BIC is pulling a great effort to boost the circuit facilities. The fourth corner has been widened and all of the bonded cement and sand have been removed or replaced by sand colored asphalt in order to enable cars to return back to the track after going off. Strengthening the Oasis theme, new palm trees in addition to shrubbery are being planted throughout the Formula One Paddock and in the spectator areas behind the Main Grandstand to create a relaxing environment for Formula One fans, teams, drivers, engineers, technicians and guests. The hospitality will be given another boost with new coffee shops and outdoor vending areas. Spectators will be pampered as they get a better view of the racing with eight new Giant Screens being installed. Three of the TV screens will directly be opposite the Main Grandstand on the roof of the Pit Lane. With regard to the latest in track news, BIC bought 20 Land rover cars to transport VIP's around the circuit in style during the Grand Prix. Other entertainment ideas aiming to make the Gulf Air Bahrain Grand Prix a family day out will be announced at a later date.