Qatar Airways launches global TV campaign

Qatar Airways has launched a global TV campaign that aims to highlight the airline’s growing range of destinations and its award-winning cabin crew.

Developed by Singapore-based agency Batey, the spots were unveiled at the Paris Air Show yesterday and will be aired on major global and regional news networks, including the BBC, CNN, Channel News Asia, Al Jazeera, Sky News, CNBC TV 18, Euronews, and TV5 Monde, as well as Discovery Channel, National Geographic and the Orbit Showtime Network (OSN).

The three commercials are directed by cinematographer Michael Buckley, with the Around the world spot looking to capture the sights and sounds of where the traveller ‘wants to be’. The second and third spots are variants sharing the title ‘Beyond the cabin’ (pictured) and underscore the airline’s five-star service. Like the airline’s actual cabin crew, it uses a multicultural staff from the US, Australia, Russia, Hong Kong, China, Singapore, Malaysia, Philippines and Thailand.

Qatar Airways CEO Akbar Al Baker said: “This new campaign promises to showcase the fine hospitality and the true international flavour of our operations. With this new campaign, we portray the airline’s uncompromising dedication to the finest levels of service, and capture the sceneries and the vibrant hallmarks of the many exciting destinations that Qatar Airways flies to around the world.”

The campaign is also being promoted as an online contest on the airline’s website and Facebook page, with open tickets to any of Qatar Airways’ destinations as prizes.

In February, Qatar Airways called a review of its advertising account. This was followed in March by a similar review of its estimated $30 million global media business. Since Batey became part of Grey, the Qatar Airways account has been jointly handled by Grey in Doha.