BNEA Integrated Campaign Strategy
Our client Tamkeen, placed before us the challenge of putting the buzz back in Bahrain post 2011. We were tasked with planning, managing and executing a 2-3 month long nationwide festival which would stimulate the economy and especially reinstate the Kingdom’s reputation as one of the most stable and friendliest nations to live and work in.
Reviving the spirit of a whole nation was no mean task and the challenge was clearly economic and emotional, with objectives: To stimulate and energise the economy in Bahrain; celebrate the talent, the trademark hospitality and sense of community that Bahrain is known for and; attract visitors/tourists.
We approached this as a totally integrated communication campaign starting from the development of the brand identity – Bahrain Noor El Ain, which means ‘Bahrain is the light of my eye’, evoking a sense of pride, followed by a dual language logo in calligraphic style to reflect the vibrant mood. Sub events including Shop & Win and various Bazaars were planned with their own identities. These were rolled out locally and regionally, through a TVC, radio ads, press, outdoor, on location branding, along with event activation.