1 minute read
Qatar Airways - Women’s World Cup
A year ago, Qatar Airways launched a marketing campaign to celebrate its sponsorship of the men’s FIFA Football (soccer) World Cup in Russia. At the time, we were not wholly complimentary about it. In particular,
Advertisement
Qatar Airways had Nicole Scherzinger re-record the hit song ‘Dancing in the streets’, and we pointed 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.)
Over June and July, Qatar Airways was back as the sponsor of the Women’s World Cup in France, and for us this was a much better campaign. The Centrepiece of the sponsorship was another online vide called "Our Newest Destination”, a sixty second spot which starts with a mother reading a story to her daughter.
The mother opens the book, which then comes alive with some of the stars of the World Cup.
The players themselves as well as celebrity football supporters such as Brazil’s Neymayer, become giants, as they kick a football around a CGI landscape.
So far the video has re-The centrepiece of they rceived over ten million sponsorship was another views, and almost universal- online video called “Ourly positive coverage.
The airline supported its World Cup sponsorship with a range of other activity. For example, it staged a “football challenge” near London’s Tower Bridge, where passersby were given the chance to win flight tickets if they could score a goal.
Qatar Airways also brought a group of aspiring young women’s football players to the tournament in France, and produced videos telling their story.
One More Orbit
From July 9th-11th, Qatar Airways took part in the One More Orbit initiative, which coincided with the anniversary of the Apollo 11 Moon Landing.
The initiative was an attempt to break the round the world speed record, with the project being run from a Qatar Executive Gulfstream G650ER.
Starting and finishing at NASA’s Kennedy Space Center in Florida, the attempt waslive streamed on social media.
