Context
Following the merger of Barwa Bank and International Bank of Qatar (IBQ), the unified entity was relaunched as Dukhan Bank, positioned around the platform Own Today, inspired by Dukhan, Qatar's first oil site, and the nation's entrepreneurial spirit.
The launch needed to introduce the new name with confidence and credibility, from day one.
The challenge
Announce a new bank name without losing the trust built by two established institutions. Bring customers, employees, investors and regulators along through the transition. Turn a brand change into a national story of progress, in Arabic and English.
Our role
We planned and executed a phased PR rollout.
- Pre-launch. Core narrative, key messages and Q&A; spokesperson preparation for senior leadership; briefings for employees and key stakeholders ahead of the public reveal.
- Launch. Official announcement in Arabic and English, a media launch event, and exclusive interviews with the CEO and leadership in leading local and regional business media.
- Sustain. Follow-up features, op-eds and thought leadership linking Own Today to Qatar National Vision 2030, plus content for owned and social channels to carry the story beyond launch day.
Outcome
Dukhan Bank entered the market with one consistent story across media, employees and customers. The launch established Dukhan Bank as a confident, modern Islamic bank with a clear role in Qatar's future.
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