What was the need for Bahrain to launch an international publicity campaign?
Kamal Ahmad: The EDB is an agency for accelerating the pace of economic growth in Bahrain. We are the mandated organisation to promote Bahrain as a business destination. This is the first campaign of this size we have launched. It is also the first time we have allocated so many financial and human resources in a promotion campaign. In the past we did not do enough to promote ourselves. We have some good stories to tell. We started our campaign on April 1. The first stage of the campaign is until the end of this year. Our targeted audiences are chief executive officers, but there will be an impact on other senior executives also when you have a campaign like this. Currently our targeted geographical areas are the GCC and Europe, particularly Germany and the UK. China and India are also important but we have different strategies for them. The message we are conveying is simple: “Business-friendly Bahrain.” Advertising is just one tool in this campaign. Our objective is to make sure that
