Global ad campaign positions Qatar as tourism hotspot

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Qatar entered the world stage to present itself as an emerging tourist destination thanks to an international advertising campaign, a website and a personalized mobile application.

‘Experience a World Beyond’ sees the Middle Eastern nation target 15 markets via television, outdoor (OOH), social and digital channels including Facebook, Instagram, TikTok and Snapchat, promoting the Arabian Peninsula as a hub for outdoor activities as seen through the misadventures of six adorable CGI keychain creatures.

An Arabian oryx, falcon and tortoise also serve as local guides – each offering insight into a different aspect of Qatari culture – who were created by character designer Peter De Sevre and acclaimed director Hervé de Crecy , in collaboration with Mikros MPC Advertising Paris.

Qatar is seeking to emerge from a pandemic-related tourism crisis to welcome 6 million visitors a year by 2030, a figure that would see the industry contribute 12% of the country’s GDP if reached.

To get there, the campaign opens frustrated travelers’ eyes to the hospitality, sights and experiences that await them on the other end of a flight. Promoting authenticity over staged Instagram snaps, the campaign highlights a recent Numbeo report naming Qatar the safest country in the world to allay concerns about travel to the region and code issues. clothing.

Berthold Trenkel, COO of Qatar Tourism, said: “Qatar is a concentrated introduction to the Middle East and offers a world to discover, from the hyper-modern to the fascinating traditional. Tourists are looking for original travel experiences not just to post on Instagram, but to share with friends and family, and to keep in their own personal memory banks. This film introduces travelers to a destination that exceeds their expectations, beyond their imagination, beyond their preconceptions and beyond what others can offer.

The burst of promotional activity comes ahead of the FIFA World Cup Qatar, November 21-December 18, 2022.

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