Background
Bahrain Bay is a highly prestigious $2.5 billion redevelopment which will form a man made island in the Persian Gulf, connected to the city of Manama by two road bridges. Bahrain Bay property will include business, retail and residential areas, all designed to create a coherent and integrated community from the outset.
Brief
Ripe were asked to develop the existing Bahrain Bay brand identity and implement it across multi-channel communications, ensuring brand consistency and cohesion throughout.
A mid-term marketing communication plan was required across all commissioned print work, including billboards, airport signage, newsletters. A key requirement of the brief was to ensure that all communications were tailored to the specific medium and audience.
Solution
Ripe expanded upon the existing Bahrain Bay brand identity by introducing line drawings that illustrated the evolving nature of the development, going from pipe dream to reality. The line drawing gave the marketing campaign a style to introduce key development photos to the masterplan.
A highly strategic 18-month marketing plan was devised incorporating key events in the Bahrain calendar, and milestone events in the Bahrain Bay development. Part of the marketing campaign included a prominent 50m billboard with bespoke creative that was then tailored and adapted to work in lightbox billboards at the airport. These high-profile sites made a statement of intent, elevating the status and profile of Bahrain Bay, and underlining it’s positioning as a credible, world class project.
Rotating tri-vision signage was created to communicate the ongoing development progress, with regularly updated site photography. The progress was further communicated through monthly newsletters which were circulated to shareholders and third party developers and featured industry specific detail and imagery. Quarterly newsletters were then created for a wider audience including investors and the general public. This was much more informal in tone and featured key sales and marketing content.
All marketing communications adhered to the key messages laid out in the brand guidelines – world class, sustainable, energy efficient, ecological, and happening now.
Leeds
1200 Century Way,
Thorpe Business Park
Colton
Leeds
LS15 8ZA
United Kingdom
Phone: +44 (0) 113 2515166
email: info@ripe.co.uk