The Challenge
Qatar Airways wanted to announce the arrival of the new Airbus A380 to its award-winning fleet and to promote an upgraded service between Doha and London and Doha and Paris.
The Strategy
Airbus allows clients of its A380 to configure the aircraft to their own specifications and design. This enabled Qatar Airways to create a service that is unique to their brand and that supported a truly 5-star flying experience.
mmg Qatar used this point of difference to create a theme ‘It’s all in the detail’. By showcasing the impressive attention to detail coupled with Qatar Airways’ award-winning service, the agency created a compelling story that reinforced the airlines premium position in the market. The integrated campaign incorporated digital banners, an interactive website showing details, traditional advertising and press.
The Result
The campaign was very well received, with Qatar Airways achieving a better than expected occupancy rate of 75% from launch of the new service. The campaign also positioned Qatar Airways as an innovator and reinforced the airline’s 5-star appeal.
