MBC Group launch corporate brand with 'We see hope everywhere' message

Grown into complete line up of channels that cater to all Arabs of all ages, the MBC network is now forming a stand alone corporate group brand. The new MBC Group's accompanying tagline is 'We see hope everywhere' and it is this positive message of hope throughout the Middle East that the new brand is focused on.

The MBC Group will introduce this new identity through a comprehensive, Pan-Arab, advertising, marketing and PR plan, across all of it's channels, internally within MBC and through the region's media. A television advertising campaign presenting the MBC Group, 'We see hope' message was first shown on MBC channels on Sunday 16th. To mark the message of hope campaign, MBC Group is celebrating today as a 'Day of hope' across the Arab world.

The Day of Hope will be celebrated with a release of over 1,000 white helium balloons into the sky. Each balloon is filled with individual hopes written by a cross section of the city's residents. Workers on the International City* construction site, children at the Al Noor Training centre, shoppers in Mercato**, cinema goers at Grand Cineplex and all MBC staff, recorded a personal hope onto a paper ticket which was inserted into a white balloon. The people's hope balloons will be released from in front of MBC building by two children in an informal ceremony.

This year's first day of hope will be marked not only with the balloon release project but throughout the days broadcasting on key MBC channels. Presenters on all the favourite shows will wear white pins, MBC3 studio will be decorated in white, as will the entire MBC building. In addition, MBC staff, across the world, will wear the white day of hope ribbon and will be presented a white rose when entering their offices.

Mohammed Al-Mulhem, Group Director of Marketing, PR & Commercial said:

"MBC is the biggest broadcasting network and one of the most recognisable names in the Middle East. All our channels have individual identities and so the need to create a holistic MBC group brand has evolved as we grow. We need people to differentiate an MBC Group name separately from the favourite channels they know so well.

"Building this brand around the most important and relevant message in the Middle East right now, hope, seems only natural. We feel a big responsibility to use our power in the Arabic world to communicate and inspire the positive message of hope across our great region.

"This day of hope marks our commitment to spreading this message and Spring is a perfect time to focus on new beginnings and hope."