Regional firm appointed to spearhead marketing campaign emphasises common love for the beautiful game in the Arab world
Dubai, 30th Dec. 2012: O2 Marketing Communications, the firm spearheading the marketing for the 21st Gulf Cup Football Tournament scheduled for January 5th to the 18th 2013 in Bahrain, has created an integrated campaign around the concept of “Strength in Unity.”
The campaign’s motif emphasises the role of the beautiful game in bringing together the Arab world. Arabs, regardless of nationality and political affiliations are united by a common love for football.
“We wanted to create a campaign that was memorable, and effective, but also simple and not overdone. We explored the role football plays in the lives of Arab youth, and came to the realization that any differences they might have are overshadowed by enthusiasm for football. The game is a unifying factor for Arabs. We wanted our campaign to reflect that message memorably,” said Mohammed Johmani, Founder and CEO of O2.
O2 has been commissioned to lead the event’s marketing communications and provide advisory services, while also formulating long-term strategies to promote the biennial tournament. It is implementing an integrated campaign for the event involving television, outdoor ads and below the line activities.
“When it came to making a final decision on whom to appoint as the marketing firm for the 21st Gulf Cup, O2’s reputation and professionalism held sway. The company has a track record of handling the marketing for large events and prominent brands in Bahrain and the region. We are confident in O2’s ability to deliver targeted communications and memorable messages to build momentum towards the event, while also offering general marketing and event consultation services,” said Sheikh Salman bin Ibrahim Al-Khalifa, Chairman of the Executive Committee of the Tournament.
Sheikh Salman bin Ibrahim Al-Khalifa added that Bahrain was keen to portray the 21st Gulf Cup with a consistent image that highlights its advantages and brings people together in the spirit of football.
“Apart from the memorable concept underpinning our campaign, O2’s regional reach and strong media relations are also advantageous for pan-Arab events such as the 21st Gulf Cup Football Tournament. We look forward to bringing all our strengths to bear in executing a marketing campaign that memorably defines the Tournament,” Johmani concluded.