Vallance Carruthers Coleman Priest (VCCP) has been appointed to handle the global advertising business for the Qatar Financial Centre, estimated to be worth more than &£10m.
The centre was opened last year in Qatar’s capital Doha to encourage foreign investment. The campaign, due to break next month, will be aimed at financial institutions, such as private banks and insurance companies, in target markets across the globe.
The agency has been handed the work without a pitch. VCCP Digital is developing online activity, while parent company Chime Communications is handling media planning and buying, and PR, through Pure Media.
The activity will feature TV advertising on specialist channels. Press executions will run in international financial titles.
Qatar’s government is ploughing $130bn (&£74.2bn) into the country’s infrastructure to develop a sustainable economy. Other Middle Eastern countries are devising similar programmes to ensure they do not have to rely on oil for a healthy economy.