benchmark report
airline marketing
the great origami adventurey QATAR AIRWAYS Qatar Airways went retro for its newest campaign, using paper planes to promote its A350 service to Singapore.
which likewise is encouraging visitors to build paper planes and enter the contest on-site.
The airline ran a centre spread adver tisement in Singapore’s ‘The Sunday Times’ with water-colour illustrations of international destinations it serves from Singapore and a 3-D origami cut-out of its new A350 plane for readers to assemble.
‘The Qatar Airways Great Origami Adventure’ drew over 1,000 entires, with two winners announced on June 26th— both of whom had picked London as their destination.
The ad promoted ‘The Qatar Airways Great Origami Adventure’ (video) which offered ‘The Sunday Times’ readers a chance to win tickets by building their 3-D origami plane, by snapping a picture of it against any item representing the city they wanted to visit and submitting that picture to a dedicated email address. The contest was also par t of Qatar Airways’ par tnership with Singapore’s indoor entertainment park, Kidzania JULY 2016 ISSUE
Ten par ticipants won runner-up prizes of four tickets to KidZania. The campaign, coordinated directly with SPH Marketing, gave the newspaper an oppor tunity to prove the unique creative potential of print ads to promote brands. As Elsie Chua, who heads SPH’s marketing division, said: “We wanted to show that newspaper ads can be an interactive medium, and that they can come to life and interact with readers too.”
10
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
