As Qatar prepares for a range of celebrations for Qatar National Day on 18 December, leading telecommunications company Qtel has rolled-out one of the most innovative brand campaigns in its history to engage the whole community in the event.
Using modern media methods to illustrate Qatar’s rich history and bright future, the integrated campaign looks to celebrate Qatar’s heritage as well as encourage a sense of patriotism and pride for people of all ages.
Adel Al Mutawa, Executive Director of Group Communications, Qtel, said: “We took the decision to develop this very distinctive, first-of-its-kind brand campaign in Qatar to celebrate National Day, because we saw an opportunity to deploy our considerable communications capabilities in support of a national goal. Qtel wanted to use its resources to bring the whole community together at this important time. We hope people will enjoy this campaign as much as we enjoyed developing it for the public.”
Qatar has had much to celebrate in 2008 – including its ongoing social and economic progress, increasing profile in the global sporting arena, and the opening of its iconic Museum of Islamic Art. Qtel’s National Day campaign will use a mix of above-the-line, digital and below-the-line channels to reach the widest possible demographic to commemorate these achievements and mark the history of the Qatari nation.
One core aspect of the campaign is the distribution of national flag stickers at sites across the country. The campaign organizers hope that the flags – which are available in a range of sizes – will be displayed across Qatar in time for the celebration.
Qtel is using its distribution network, including its range of Qtel Shops, to make the flags available free-of-charge to everyone in Qatar.
In addition, at the heart of Qtel’s campaign is a specially-commissioned television commercial.
Shot on location in Doha and the surrounding area with Qatari talents, the commercial is one of the most ambitious productions undertaken by Qtel in 2008. The TVC depicts Qatari actors in a range of roles, from pearl fishers through to business executives, designed to show the individuals who best personify Qatar’s journey to being one of the world’s fastest-developing nations in the world today.
It also features a number of Qatar’s historic monuments and sites of interest.
The television commercial is being supported by an ongoing radio advertisement and an integrated campaign across Qatar’s diverse range of newspapers and online media.
Qtel has also sponsored 18,000 special commemorative bags to be distributed across Qatar, containing a range of gifts and souvenirs for visitors and residents, on the occasion of National Day.
Qtel’s involvement with Qatar National Day, which was instigated to support the wider efforts of the National Committee for Coordinating Conferences and Events, is part of the company’s wider community engagement program, which looks to provide support and services for the whole community of Qatar.
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