The airline, which uses the tagline “The world’s five-star airline”, is understood to have approached a number of media networks to pitch for the account.
The national carrier of Qatar last reviewed its global media account in 2007. However, it shelved the pitch between agencies including Starcom, Carat, Maxus, ZenithOptimedia and Initiative following a change of heart by the airline’s family owners.
QMedia, a new entity formed from an alliance between JCDecaux and local Qatari partners, is understood to have overseen the handling of the global media business since then, working with agencies on an ad hoc, market-by-market basis.
The review follows the launch of a global review of the airline’s creative business earlier this year.