A $12 million (BD4.5 million) global advertising campaign to promote business and create more jobs in Bahrain is to be launched by the Economic Development Board (EDB) on Thursday.

The 'Business friendly Bahrain' campaign will be launched just before Formula One weekend and run on several international media outlets including CNN, BBC, Al Arabiya and the London-based Al Hayat newspaper, the Gulf Daily News, our sister publication, has learnt.

It will highlight Bahrain as a regional and international business-friendly, cost-competitive centre with a highly skilled workforce, among other factors that make it an attractive destination, said EDB chief executive Shaikh Mohammed bin Isa Al Khalifa.

The campaign will target audiences across the GCC, Asia and Europe.

'This is the first time we have embarked on a worldwide advertising initiative to communicate these key messages to our target audience,' Shaikh Mohammed told stakeholders at the Ritz-Carlton Bahrain Hotel and Spa.

'Bahrain's economy is one of the most rapidly growing in the Gulf and in the world.

'As the freest economy in the Middle East and North Africa, Bahrain offers many attractive opportunities to individuals and companies looking to establish a base of operations in the Gulf.

'This will create high value-added jobs and raise the standards of living.'

Yesterday's workshop was the last in a series for those involved in the campaign.

EDB chief operating officer Kamal Ahmed added that Bahrain has a powerful, compelling business case to make to the global community.

'The campaign is aimed at driving home the reasons to invest in Bahrain,' he said.

'It will focus on the special character of Bahrain and its friendly people.'

A series of five workshops has been organised by the EDB to offer a sneak preview of the 'Business friendly Bahrain' global advertising campaign.

Stakeholders taking part were given the chance to comment on the new campaign, which will be launched by the EDB on Thursday.

EDB director - international marketing Rima Al Kilani said the EDB was doing it as part of its role of promoting investment and attract businesses to Bahrain to sustain development and economic growth and create more jobs.

'The idea is to promote Bahrain as an ideal business and investment destination,' she told the GDN.

Four international agencies have been appointed to turn the EDB vision into reality and the EDB has already identified the markets and audience it wants to target, she added.

London-based Weber Shandwick has been appointed as the PR agency that will work in co-ordination with Fortune Promoseven.

Meanwhile, international ad agency M&C Saatchi has been authorised to come up with the designs and ad material.

Zenith Optimedia will be the media buyer, which will place the ads in the most suitable media. UK-based research company Ipsos Mori will get professional feedback on the whole campaign.

The immediate target markets that have been identified are in the GCC, Asia and Europe, said Al Kilani.

India, China and Japan will be the main countries in Asia where the promotions will be undertaken, she revealed.

In Europe, the major countries identified are the UK, Germany, France and Switzerland.

'The contracts are for three years and the total campaign is expected to cost $15 million (BD5.6 million), of which $12 million is set apart for advertising,' said Al Kilani.-TradeArabia News Service