Dubai International Finance Centre (DIFC) wished to reinforce awareness of their location as the leading financial centre in the Middle East and to raise the company’s profile as the financial institution of choice globally. When CNN debuted a weekly program focusing on the issues, developments and trends that affect the Middle East’s financial business climate, it was a perfect fit for DIFC. To further strengthen their association with the global finance arena, the program extends to a series of sponsored weekly vignettes, an online sponsorship of the CNN Marketplace Middle East section on CNNInternational.com and CNNArabic.com and additional online banner presence across CNN.com and CNNMoney.com. Now in its third year, DIFC’s advertising strategy on CNN has helped leverage the brand and rapidly increased its global awareness.