Client: Qatar Financial Centre
The Qatar Financial Centre, the business engine of the world's fastest growing economy, is launching a new integrated campaign through its retained agency Vallance Carruthers Coleman Priest, VCCP.
The heavy weight 60-second TV campaign is supported by press ads and is aimed at global businesses and commercial audiences.
It will first be aired on September 9, through Al Jazeera, CNN, CNBC, Bloomberg and BBC World. The press includes key titles such as the FT, Wall Street Journal, The Economist and The Banker.
The soundtrack of a heartbeat aims to help signify the vibrancy of the country and underlines the theme of the commercial, which is 'At the heart of business'.
The visual narrative of the commercial attempts to pay testament to the diversity of the state and its aim to be the Middle East's foremost financial centre and at the heart of business.
Account Director at VCCP, Paul Phillips, says, "VCCP's first campaign told the audience that Qatar was ready for business but now we are confirming this intent and that Qatar is doing business.
“The commercial shows how the pace of the country has picked up and is gaining considerable impetus. Together with its partners it is creating the fastest growing economy in the world."
The commercial, which was shot by Adrian Moat at RSA, is supported by two new press ads, one of which focuses on the building of 30 new hotels, and the second references the world's largest aircraft order by Qatar Airways.
The ads are also supported by a complementary online presence.
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