Qatar Airways has unveiled its new global television, print and online campaign focusing on its key attributes as a premium brand and adopting the new tagline, ‘The World's Five-Star Airline’.
The new tagline is designed emphasise Qatar Airways' rapidly-expanding worldwide network and is an important part of the airline's drive to build its premium brand image on the global stage. It also reflects the bold, confident image of Qatar Airways as one of the fastest growing airlines today. An earlier tagline, ‘Taking You More Personally', did not work out as well as the airline would have hoped as it could have been interpreted in different ways, one of them decidedly negative.
The new campaign reinforces its position as a leading, innovative and quality airline of choice. The move comes as Qatar Airways introduces a brand new global identity with emphasis on the name `Qatar' in large bold letters to reflect the country as a leading world aviation hub.
Qatar Airways CEO, said: “Qatar Airways was formed in 1997 and so much has happened with the airline and the industry since its creation. We have developed and evolved into an airline of choice. But there is no room to rest on our laurels, which is why we have to maintain our strong position in the market and project our best attributes to the travelling public.”
He said: “Our new global campaign aims to further strengthen our position as an airline of choice and we are confident viewers and readers will be able to connect with the campaign giving them a feeling of being part of the Qatar Airways travel experience.”
The brand communications campaign includes three new 30-second television commercials showcasing the airline's best attributes — award-winning hospitality, cuisine and international network with particular emphasis on Qatar Airways' exclusive Premium Terminal at Doha International Airport and award-winning in-flight cuisine. The new commercials van be viewed on www.qatarairways.com/tv
The commercials were shot on location Thailand, India, the US, Italy, Qatar and China. They are being aired on leading television networks including CNN International, Al Jazeera International and BBC World and complement a print campaign across prestigious newspapers and magazines worldwide. Qatar Airways is also sponsoring the highly-acclaimed financial news channel CNBC Worldwide Exchange with the new-look advertising campaign.
Qatar Airways has simultaneously launched its global online branding campaign across several websites, including Bloomberg, CNN International, BBC World and Yahoo! In addition, the airline has produced a series of 360-degree online vignettes showcasing the best of the airline's products. From a spa and fine dining in the Premium Terminal to the Airbus A340 onboard First Class lounge and spacious Economy cabins, visitors to www.qatarairways.com/360 will be able to navigate with their way through the innovative services and products available with Qatar Airways.
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