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HOTEL executives on the island have welcomed the new united message telling the world that Bahrain is ‘ours’ and ‘yours’ in a determined bid to entice more foreign holidaymakers to visit.
Many of the general managers of the kingdom’s popular properties gathered for the launch of the Brand Bahrain initiative last week at the Four Seasons Hotel Bahrain Bay hosted by Industry, Commerce and Tourism Minister Zayed Al Zayani.
The move is being spearheaded by the Bahrain Tourism and Exhibitions Authority and aims to promote the country’s heritage, culture, business-friendly environment and arts scene.
Anna-Marie Dowling, Starwood Hotels and Resorts’ complex general manager, at the helm of the City Centre Bahrain’s Le Mèridien and The Westin, said: “‘BAHRAIN OURS. YOURS.’ – this initiative to solidify Bahrain as an inviting and welcoming destination for tourists and businesses from all over the globe is an exciting step forward for the island.
“It aims to expose the diverse demographic, authentic hospitality and the cosmopolitan character of the kingdom – a place where locals and expats have lived and worked together for many years.
“Bahraini hospitality has long been known for its warm and genuine nature and is enhanced by the humbleness and tolerance of its people.
“Bahrain has always strived to cater to such a diverse demographic with both local and international events focused on culture as well as trade, ensuring everyone can learn and engage which is essential to cohabiting in harmony while showcasing to the rest of the world its potential in these aspects.
“The new positioning and tagline portrays that the country is more than enthusiastic to welcome visitors and showcase everything that makes Bahrain such a unique destination to visit.”
Tourism chiefs believe major infrastructure projects such as the airport and Saudi causeway expansion and improvements will also aid the nation’s ambitious target of attracting 15.2 million visitors by 2018.
The Arabic slogan for the campaign translates as ‘our country, your country’, while the English version is similarly straightforward and to the point.
Mr Al Zayani said the campaign would focus on ‘awareness, attraction, access and accommodation’.
Daniel Kaan, general manager of Mövenpick Hotel Bahrain, which recently bagged the Skytrax World Airport Award for Best Airport Hotel in the Middle East for the second year running, believes catchy phrases can pay dividends in the competitive world of global hospitality.
“I hope that with this logo, and complete campaign around it, Bahrain will be able to create a brand image for the country that will trigger an interest in untapped markets.
“When I visit trade fairs like the ATM in Dubai there are many great pavilions that really stand out with their country’s brand image, with the development of ‘Ours. Yours. Bahrain’ we will be able to do the same. I love the ‘Incredible India’ and ‘Malaysia Truly Asia’ campaigns – these really stick in the mind. I hope ‘Ours. Yours.’ can develop like that.
“Besides the logo, I really like the visuals and images that have been selected. The postcards that we received at the launch truly reflect the diversity of the Bahrain lifestyle and the country’s open multicultural approach.”
