Qatar Airways Women’s World Cup
Over June and July, Qatar
well as celebrity football
launched a marketing cam-
Airways was back as the
supporters such as Brazil’s
paign to celebrate its spon-
sponsor of the Women’s
Neymayer, become gi-
sorship of the men’s FIFA
World Cup in France, and
ants, as they kick a football
Football (soccer) World Cup
for us this was a much bet-
around a CGI landscape.
in Russia.
ter campaign.
At the time, we were not
The centrepiece of the
ceived over ten million
wholly complimentary
sponsorship was another
views, and almost universal-
about it. In particular,
online video called “Our
ly positive coverage.
Qatar Airways had Nicole
Newest Destination”, a sixty
Scherzinger re-record the
second spot which starts
hit song ‘Dancing in the
with a mother reading a
streets’, and we pointed
story to her daughter.
out some of the hackneyed cultural references in the video (e.g. an African lady in front of a market fruit stall while a man with a sack on his head walks past.)
18.
So far the video has re-
The airline supported its World Cup sponsorship with a range of other activity. For example, it staged a “foot-
The mother opens the
ball challenge” near Lon-
book, which then comes
don’s Tower Bridge, where
alive with some of the stars
passersby were given the
of the World Cup.
chance to win flight tickets
The players themselves as
if they could score a goal.
Airline Marketing Monthly | July 2019
A year ago, Qatar Airways
