Qatar Airways-Our success is America's Shared Success

QATAR AIRWAYS - OUR SUCCESS IS ALSO AMERICA’S SHARED SUCCESS

According to Qatar Airways, its “No Borders, No Horizons” video released in response to the economic embargo introduced by neighbouring countries was the most watched online video in June, netting 54 million views worldwide.

Qatar Airways has now released another campaign where the aim is to make a statement rather than sell seats or promote a new product or route. With Qatar Airways (along with Etihad and Emirates) having come in for sustained criticism from the big three American carriers over the past few years, the airline has launched a hard hitting campaign that claims that it is good for the American economy and American jobs.

Key messages in the campaign include the following: That the airline brings 3.1 million tourists to the US every year (who in turn spend $4 billion), that it has invested $90+ billion in 332 American made (Boeing) aircraft. And that it in turn supports 123,000 American jobs.

According to Qatar Airways boss Akbar Al Baker, “This commercial speaks directly to the hearts and minds of the American people. It eloquently expresses our firm belief that nothing great was ever built in isolation; that together, with our American partners, we will continue to invest in America’s future by building the greatest aircraft in the skies. Together, we will continue to soar to even higher heights.”

The campaign consists of a collection of shareable graphics showing American workers with the key messages and stats on top, as well as an online video / ad.

The video has images of everyday Americans, American cities and Qatar Airways aircraft and includes the line “together we’ve strengthened the US aviation industry and the economy.”

So far the video has been seen 1.2 million times, and in addition to being covered in Middle Eastern business media, it has also had pick-up in US publications. For example, according to the Chicago Business Journal, this campaign sends a “blunt message to United.”

Qatar Airways has also been celebrating its 20th anniversary, which included launching a sale over November. As part of the anniversary celebrations, Qatar Airways issued four unique commemorative postage stamps in partnership with the Qatar Postal Service Company (Qatar Post).

It is worth noting that there are over 60 million stamp collectors worldwide, twothirds of who are in Asia-Pacific, a crucial market for airlines such as Qatar Airways which depend a lot of transfer traffic through its global hub.

KEY TAKE-AWAY

With its US-focused campaign, Qatar Airways has chosen to be bold and direct. Given the challenges that the airline has faced since the Summer when the blockade took effect, and given the criticism from major American carriers this approach does seem to make sense.

By going on the offensive, it gets talked about. And by being talked about, it can get key talking points across in the media and start to change the narrative.