Posted on March 28, 2011

Qatar Airways has unveiled a brand new advertising campaign aimed at highlighting the unique characteristics of each region within the airline’s expanding global network.

The new print and radio advertising campaign follows the successful introduction of a similar concept that promoted the airline’s new routes throughout 2010 and into 2011. The thought-provoking new style established a cerebral approach to advertising the airline’s newest routes attracting widespread attention in the industry and the general travelling public.

The latest regional ads emphasise key messages and visual representations that are instantly recognisable as being connected to a specific region.

Qatar Airways’ new designs made a splash at this year’s ITB Berlin, the world’s largest travel show earlier this month, where the airline’s Chief Executive Officer Akbar Al Baker held a press conference highlighting frequency increases across regions featured in the campaign, as well as the introduction of three brand new routes – two in Europe (Sofia and Oslo) and one in India (Kolkata).

India, Europe, Australia, China, East Asia, South Asia, North America, South America, Africa and the Middle East are each featured separately in the new advertisements. The creative executions showcase an airline that is confident, generous and progressive.

The brief included highlighting the uniqueness of each region, as well as delivering imagery and messages that are reflective of the airline’s award-winning global Five Star ranking. The new regional advertisements also feature as radio commercials in several languages. Qatar Airways currently flies a modern fleet of 96 aircraft to 99 diverse business and leisure destinations across Europe, Middle East, Africa, Asia Pacific, North America and South America.

The airline is one of a select few airlines in the world to be ranked Five Star for service excellence by airline industry audit, Skytrax. On April 6, Qatar Airways launches scheduled flights to the historic Syrian city of Aleppo – the airline’s milestone 100th destination.


The carrier steps up its route expansion from June with new services to the Iranian city of Shiraz (June 5), Italian city of Venice (June 15), first move into Canada with Montreal (June 29), Indian city of Kolkata (July 27), Bulgarian capital Sofia (September 14) and Norway’s capital city of Oslo (October 5). By 2013, Qatar Airways plans to serve more than 120 destinations worldwide with a fleet of over 120 aircraft.

Last year, a Qatar Airways TV commercial was the only airline winner at the Phoenix Awards held in Singapore. Organised by AdAsia, a leading magazine for the advertising and marketing industry, the Phoenix Awards provide individuals and organisations with key industry recognition within the Asia Pacific region and are endorsed by the Association of Independent Television Companies in Singapore, the Australian Cinematographers Society, and the Institute of Advertising in Singapore.