BIC renews business relationship with Mindshare

Mindshare has been responsible for the BIC's media operations since 2009, promoting the Formula 1 Gulf air Bahrain grand prix with other motorsport activities hosted at the world-famous venue.

These have included the Australian V8 Supercar Championship Series, drag racing events, and recently the 6 hours of Bahrain World Endurance Championship race.

In a pitch process involving four other agencies, BIC has once again chosen Mindshare to be their official media partner.

"With four years of experience working closely with the BIC, Mindshare has been able to develop focused media strategies that maximize the track's strengths and appeal," commented Johnny Khazzoum, Managing Director of Mindshare Bahrain.

"This win came as a result of having a passionate team whose expertise is not only in media and communications planning, but also in understanding the business challenges involved in operating a venue of this scale," he added.

The Bahrain International Circuit (BIC) is the home of motorsports in the Middle East and is the first and only racetrack in the region to host Formula 1 events. Hosting regular race meetings, track days, drag racing, and karting events, the BIC has distinguished itself since its opening in 2004 as a dynamic, multi-purpose venue. The BIC's facilities can be converted for use for weddings, meetings, and conferences, with the unique ability to add an element of auto racing to any private event.

Mindshare, part of the WPP global communications group, was launched in 1997 and now has over 100 offices around the world. In October 1999, Mindshare MENA was the first independent agency launched in the region. Today Mindshare has over 13 offices in 10 countries across the GCC, Levant, and North Africa.

Mindshare works collaboratively with clients to increase brand awareness among consumers. The goal is to heighten brand recognition and exposure - thereby increasing profits - by creating unique solutions for clients' communications challenges.