Qatar Airways

Objectives:

 

Qatar wanted to communicate that it is one of only four airlines to achieve ive star status and to educate readers of The Times about their extensive route network which covers more than 80 destinations worldwide.

Solution - ‘Hidden treasures’:

Times Media devised Hidden Treasures,a two month campaign focusing on key Qatar destinations. A series of eight advertorials written by our travel writers was published in The Times Magazine highlighting the top
10 destinations for different categories such as shopping destinations, natural places of beauty, spas and beaches.
Co-branded advertisements ran in different sections of The Times to drive readers online to the Qatar microsite where they could ind out more about some of the Qatar destinations. In addition, users could click on a preferred destination on the Qatar interactive destination map to answer a question to win a pair of Business Class tickets to that destination.

The results:

The competition received more than 8,200 entries. Pre and post campaign research showed that the campaign increased propensity to use Qatar in the future by 40%.
The research also showed an increase in the perception of Qatar’s key brand values.