MUMBAI: The BBC has launched its first ever marketing campaign across the West Bank, promoting the availability of BBC Arabic on partner station, Radio Bethlehem 2000, 89.6 FM.

The strapline running throughout the three-month-long jointly branded campaign is BBC Arabic on Radio Bethlehem 2000 - together we enrich your world. The advertising campaign, featuring two hands cupping a globe that focusses on the Middle East can be seen on billboards in high-profile areas in Jerusalem, Ramallah and Bethlehem.

West Bank commuters can also see the campaign on buses branded with the design and in advertisements placed in Al Quds newspaper. Radio Bethlehem 2000 listeners can hear BBC programming 12 hours a day in Arabic and English.

BBC Arabic head Hosam El Sokkari said, "Our partnership with Radio Bethlehem 2000 is an important addition to the BBC’s FM presence in the Arab world. With this campaign, even more people in the West Bank will be aware of the availability of the BBC programmes, in Arabic and English, in crystal clear quality, and our listener base in this region will further expand."

Yousef Shomali, Head of Radio Bethlehem 2000, added, "The partnership with the BBC represents an important phase in the growth and development of Radio Bethlehem 2000. By airing the BBC Arabic programming, we hope to help our listeners in Bethlehem, Jerusalem and the West Bank to benefit from the output of the world’s leading broadcaster.

"This campaign will send a clear, positive message to all Arab-speakers, particularly those who are interested in the international agenda."