The Challenge

Launch Qatar Airways’ new route from Doha to Sydney, promoting the airline’s premium in-flight service and extensive routes to Europe from Doha, to distinguish it from key competitors.

The Solution

Working closely with Qatar Airways’ events team, Red Agency undertook a three-pronged approach to the Sydney launch:

  • A branded Qatar Airways coffee giveaway hosted in the Sydney CBD, with an Instagram competition offering the chance to win flights.
  • A media relations campaign to greet the first flight at Kingsford Smith Airport, hear from key Qatar Airways executives and have a one-on-one interview with Qatar Airways Group CEO, His Excellency Akbar Al Baker.
  • An exclusive gala dinner event attended by 350+ of Sydney’s key political and business decision makers, travel industry, key stakeholders, celebrities and influencers.

The Results

icon-1151 media clips
icon-198M reach
icon-1119 minutes of TV and radio
icon-147 social media posts by paid celebrities
icon-111M people reached by celebrity social posts
icon-12.1M people reached by unpaid celebrity social posts



Aviation, travel and tourism
Consumer marketing
Event management
Celebrity engagement
Media relations
Influencer relations
Stakeholder management