Qatar Financial Centre launches global advertising campaign

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 21 May. 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 $130 billion 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 $130 billion committed by Qatar in new investment, $17 billion will be directed towards sports and culture. Other print ads focus on infrastructure, education and the leisure industry.

Later in the year the campaign will be delivered through inflight channels on a selection of top regional and international airlines.

The look and feel of the new advertisements is carried through into a new corporate brochure and corporate film for the Qatar Financial Centre, and website for QFC Authority - www.qfc.com.qa - which have been completed to coincide with the launch of the campaign.

"Having reached its first anniversary, the QFC has managed to attain a profile and reputation that other centres have taken years or even decades to achieve. The interest we have received from world class financial and other corporates has greatly exceeded our expectations. The marketing campaign that we are now launching reflects the confidence that Qatar has in its future, and the very significant role the QFC will play in the country's development and investment strategy",

said Steve Martin, Head of Corporate Communications and Marketing of the QFC Authority.