MUMBAI: Nakheel, a Dubai development company, has launched an extensive advertising campaign on BBC World.

Responsible for the waterfront developments The Palm, The World and Dubai Waterfront, Nakheel plans to raise its corporate profile through three commercials to air on BBC World during the next few months.

This is the first time Nakheel has advertised with BBC World and the first commercial, which recently went on air profiles the company's corporate image and focuses on Nakheel's role in the development of Dubai.

The other two commercial presentations, to be produced by BBC World, are based around the Jumeirah Family of brands, which includes the recently launched Jumeirah Park and the eagerly-awaited commencement of handover of the first residences of of the man-made palm tree-shaped island - The Palm Jumeirah. These will air on the channel in Europe, South Asia, the Middle East and Asia Pacific later in the year.

BBC World's regional director Mena and Pakistan Hani Soubra says, "The fact that Nakheel has chosen BBC World for their campaign is testament to the credibility of the channel. We are delighted to be working with Nakheel and look forward to a long and prosperous relationship."

Nakheel director of marketing, sales and customer service Manal Shaheen says, "The aim of these three profiles is to highlight Nakheel's role in the ongoing transformation of Dubai to an international audience. The BBC is one of the world's most respected media organizations and BBC World has an appropriate reach for our target markets. We are delighted to be partnering with BBC World in this instance".