Qatar Tourism has launched a new global brand platform and integrated ad campaign ahead of the World Cup to promote “emotional connections” and “family-friendly” activities and experiences.
The campaign, which will launch in early December, features a TV spot which focuses on a family experiencing a “breadth of emotions” during their stay in Qatar. The ad will air from early December across global networks and local TV stations in 30- and 30-second formats.
Live in 16 countries around the world, the campaign will also feature “extensive” outdoor and online advertising on social media platforms, including Facebook, Instagram, and Snapchat, and digital platforms including YouTube, and the Google Display Network. The campaign will also feature in selected print advertorials.
A “revamped” brand website, www.visitqatar.com, will also see the content available in nine languages: Arabic, Chinese, English, French, German Italian, Russian, Spanish and Turkish.
“Feel More in Qatar” will see three animated local characters introduce a family to the breadth of emotional experiences they will have in Qatar, as well as the country’s “renowned” hospitality and warm welcome.
The characters — Shaheen the falcon, Maha the Arabian oryx, and Lulu the hawksbill turtle — represent Qatar’s wildlife and guide the family to discover the heart and soul of Qatar. According to Qatar’s comms, the country blends “cosmopolitan modernity and stunning landscapes” with Arabic tradition and culture.
As part of the broader campaign, a “No Football. No Worries” campaign has launched featuring legendary Italian midfield maestro Andrea Pirlo. The former AC Milan and Juventus player will be sandboarding down desert dunes, visiting the Museum of Islamic Art, and kitesurfing in the new Fuwairit Kite Beach resort.
The “No Football. No Worries.” campaign will launch with TV ads, digital ads, PR, and social media support across YouTube, Facebook, Instagram, and Snapchat.
