Launched first ever F1 experience in Middle East with simultaneous brand creation and roll-out of region’s foremost and technologically advanced race track – Bahrain International Circuit, selling out world’s most prestigious racing event and putting Bahrain in global spotlight.
After numerous attempts and lengthy negotiations, Bahrain won the bid to host the first-ever Formula One Grand Prix event in Middle East. Single-handedly winning the pitch, the undertaking was to excite/attract 45,000 local and international visitors and simultaneously brand the region’s foremost and technologically advanced racetrack – Bahrain International Circuit. With the eyes of the world on the country, there was incredible pressure to succeed, compounded by numerous obstacles including government watchdogs causing project delays, securing multiple worldwide approvals to proceed and pleasing the kingdom’s royalty.
Coordinated research, creative, and production teams to create and roll out a strategic 11-month branding/marketing campaign. This included developing the circuit branding strategy, identity, creative, messaging and integrated promotional campaigns for both projects.
The F1 event was highly successful and a complete sell-out. The circuit venue and event were the first of its kind anywhere in the Middle East and the positive impact it had on the city as a whole and for motor racing in the region was immeasurable. It put Bahrain in the global spotlight and created a new following of ever-increasing loyal fans.