Qatar Tourism has launched its own international tourism campaign, joining the likes of Dubai and Abu Dhabi in recapturing key source markets
Qatar now has its ‘Experience a World Beyond’ campaign, which authorities call their largest promotional campaign to date. Spread across broadcast, print, digital and social media, the campaign targets the UK, France, Italy, Germany, Russia, Turkey and the USA among others. In total the campaign targets 17 source markets.
The new promotional campaign features nine characters designed using CGI technology. The three main characters that represent Qatar and its experiences are Shaheen, Maha, and Lulu.
Chairman of Qatar Tourism and Qatar Airways Group Chief Executive, H.E. Akbar Al Baker, stated: “The resumption of global travel and tourism has resulted in competition for visitors. With its varied tourism offerings and annual calendar of entertainment and sports events, Qatar can more than hold its own. Our new promotional campaign is one of many tools that will help us achieve our sector goals. Through creative marketing, and deploying our digital resources, the campaign will raise awareness of the destination and its tourism products as we head towards the FIFA World Cup Qatar 2022 and beyond.”
He added: “We are committed to our goal of attracting six million visitors by 2030, enhancing tourism’s role in the development of the national economy, by increasing its contribution to GDP to reach 10 percent by 2030, and thereby furthering Qatar National Vision 2030.”
Tourism campaigns in the Gulf
Dubai in recent months has been using international film stars to boost the emirate’s tourism appeal. Dubai Presents – filmed by award-winning director Craig Gillespie of recent Cruella movie fame – uses a highly stylised movie trailer approach to create engaging content, backdropped by some of Dubai’s most iconic landmarks and hidden locations.
The films feature Jessica Alba and Zac Efron.
Abu Dhabi meanwhile now has a ‘The Time is Now’ campaign with John Cena. The film sees Cena abandoning his travel plans after reading about Abu Dhabi on his flight. Literally diving into everything the destination has to offer, Cena parachutes out of a plane and lands on the roof of the iconic Louvre Abu Dhabi.