Presenting business friendly Bahrain to the world

Challenge

The kingdom of Bahrain was keen to showcase itself to the world as a legitimate business centre in the Middle East and in doing so attract international investment. In particular, they were keen to promote a prestigious marina and shoreside development, ideal for international businesses attracted to a marina lifestyle.

The island nation, located in beautiful waters of the Persian Gulf, approached Pindar Partners to discuss how the sport of sailing could be used to leverage its offering to global investors.

Solution

Pindar Partners organised a global campaign centred on the Vendée Globe, a non-stop solo sailing race around the world. The race which only takes place every four years, is an incredibly demanding test of both human and technological capability and attracts huge media attention around the world.

The talented and renowned British yachtsman, Brian Thompson, was recruited as skipper and 12 months of intense race preparations began. A 60 feet IMOCA yacht was purchased and fitted with pioneering navigation equipment and both hull and sails were branded with the Kingdom of Bahrain coat of arms. Significantly, this was the first time a yacht carrying the King’s name and the Kingdom of Bahrain livery, had sailed around the globe.

Results

Ambassadors from around the world, senior business leaders and ministers from Bahrain along with Bahrani Olympic sailor, Sami Kooheji, attended the prestigious launch party at the beginning of the race at Les Sables d’Olone; an ideal networking event for the business Ambassadors of the Kingdom of Bahrain.

Brian finished 5th in the race and The Kingdom of Bahrain enjoyed millions of pounds of global media coverage. The Kingdom of Bahrain became a recognised name in the prestigious world of sailing and the business community.

Our client was so pleased with the results that Brian Thompson was presented with the Order of Bahrain, from The King of Bahrain, His Majesty King Hamad bin Isa Al Khalifa.