Formula One drivers started arriving in Bahrain yesterday (April 13) ahead of this weekend's Gulf Air Bahrain Grand Prix.

High-profile racers who touched down included defending Formula One World Champion and Mercedes driver Lewis Hamilton and former World Champion Jenson Button, of McLaren, said a report in the Gulf Daily News (GDN), our sister publication.

Also passing through arrivals at Bahrain International Airport were Valtteri Bottas of Williams, Daniil Kvyat of Red Bull and Max Verstappen and Carlos Sainz Junior of Toro Rosso.

The Bahrain International Circuit (BIC) said more drivers would arrive over the next few days for the Bahrain round of the Formula One World Championship, which runs from Friday to Sunday.

"Staff members from the participating race teams and officials from Formula One and the Federation International de l'Automobile (FIA) have also started to arrive," the BIC said in a statement.

Meanwhile, an almost 50 per cent increase in digital advertising this year is helping drive up interest in this weekend's event.

BIC commercial director Sherif Al Mahdy told the GDN that new strategies were being adopted to help raise its profile.

The GDN has already reported that 3,000 flags have been put up around the country, in addition to banners and other F1-related hoardings - including a giant poster on the side of the Almoayyed Tower in Seef.

This year's budget for the event has been reined in compared to last year, which was the 10th race hosted by Bahrain.

"We have registered a 47 per cent increase in digital advertising compared with our 2014 campaign," Al Mahdy said.

A Formula One archway, similar to a starting grid, has been erected at the entrance to Juffair and branding has been put up at the King Fahad Causeway and Bahrain International Airport. - TradeArabia News Service