The world's biggest mobile company, which this week unveiled its brand in the Middle Eastern state in a partnership with Kuwaiti mobile phone company MTC, has bought substantial media space in the airport in an attempt to communicate brand values such as its size and reliability.
Its venture in the country is branded MTC-Vodafone, and is being supported by extensive advertising and rebranding of retail outlets.
A Vodafone spokeswoman pointed out that its partnership with MTC had been announced last September and that the Kuwaiti activity was "no different to other markets where Vodafone is launching its brand in partnership with a local network".
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