Work

CREATING LIFT-OFF FOR QATAR AIRWAYS

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.

CREATING LIFT-OFF FOR QATAR AIRWAYS

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

151 media clips
98M reach
119 minutes of TV and radio
47 social media posts by paid celebrities
11M people reached by celebrity social posts
2.1M people reached by unpaid celebrity social posts

Categories

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