The world’s fastest-growing airline kicks off 2019 with its most
ambitious brand campaign yet
DOHA, Qatar – Qatar Airways starts the year with the launch of the airline’s biggest and most cinematic brand campaign to date, ‘A World Like Never Before’. Inspired by Hollywood and produced by some of the movie industry’s most talented creative minds, the commercial takes passengers on a magical journey to a fantasy world that will capture their hearts and imagination.
The campaign, which launches globally on 17 January 2019, shows how flying with Qatar Airways transforms the entire experience of travel - and turns the familiar into something truly magical. Everything that Qatar Airways passengers see and do becomes an experience like never before.
The centrepiece of the new global campaign is a charming and visually stunning film portraying one family’s journey with Qatar Airways. The fairy-tale voyage takes them from their flight through to the romantic streets of Paris, to the vibrant ice-rink and parades of New York City, the hustle and bustle of Hong Kong, the comfort and serenity of the airline's A380 lounge and the compelling mix of tradition and modernity of Doha - before the family finally return to their QSuite flat-bed - and then drift off to sleep in award-winning comfort.
Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, said: “This campaign embodies everything at the heart of Qatar Airways’ brand values, as well as the pride we share in providing exceptional service to our passengers across the globe.
“The aim is to inspire and delight the viewer, and open them up to the possibilities that Qatar Airways, as the world’s fastest growing airline, has to offer with gateways to more than 160 exciting destinations around the world.
“We want people to see the world in a new and exciting way… Like Never Before.”
Qatar Airways Senior Vice President Marketing and Corporate Communications, Ms. Salam Al Shawa, said: “This brand film is different than anything Qatar Airways has ever done before. In many ways travel is a dream, a fantasy - and we have focused on these elements to create a film that takes the passenger on a magical journey.
Our ultimate goal was to create a Hollywood-style film that would not look out of place on the big screen and which epitomises the five-star image passengers have come to associate with the airline.”
‘A world like never before’ was conceived and created by 180 Kingsday – Qatar Airways’ agency of record – and produced by iconic London production company, RSA Films (Ridley Scott Associates).
The filmic and beautifully crafted art direction represents the premium experience of flying Qatar. The film combines set design, special effects and seamless choreography - more akin to a Hollywood blockbuster than a TV commercial.
The world-renowned production team was led by director Ben Scott, whose background in production design was central to bringing to life the vision of a world like never before. Working with him was director of photography John Mathieson - the twice Oscar nominated cameraman who previously shot Gladiator and Phantom of the Opera - and production designer Jonathan Lee who art directed feature films ‘Star Wars Episode 2’ and ‘Elizabeth’.
Director Ben Scott of RSA Films said: “Qatar Airways have been extremely bold in giving me the freedom to make this film. It takes its cue from the period of first-class travel, by using the craft and technique from the golden days of the Hollywood musical. We have created a fantastical journey around the world. Something I hope feels like a dream come true.”
180 Kingsday Executive Creative Director, Mr. Kalle Hellzen, said: “Qatar Airways is a remarkable brand that creates experiences that transform. I am very proud of the way creative ambition, talent and teamwork have combined to deliver this campaign - the next evolution in the brand’s incredible story.”
Qatar Airways’ vision is brought to life in a truly cinematic way. Filmed on the biggest green screen in Europe by an incredible pool of talent, including a production crew of more than 200 people across four continents, as well as using a real ice rink and incredible detailed, handmade props. Post-production was handled by MPC in Amsterdam and London. MPC were behind the incredible after effects of films such as The Greatest Showman, The Jungle Book and this year's The Lion King.
The campaign includes film, digital, print, events and product campaigns featuring the airlines award-winning cuisine, service, in-flight entertainment and Oryx Kids Club.
Watch the new Hollywood-style campaign here: (http://bit.ly/LikeNeverBefore)
Please visit the Qatar Airways website for a special behind-the-scenes video here: (https://www.qatarairways.com/en/offers/like-never-before.html)
Qatar Airways operates a modern fleet of more than 200 aircraft to a network of around 160 key business and leisure destinations across Europe, the Middle East, Africa, Asia Pacific, North America and South America.
The multiple-award-winning airline was named ‘World’s Best Business Class’ by the 2018 World Airline Awards, managed by international air transport rating organisation Skytrax. It was also named ‘Best Business Class Seat’, ‘Best Airline in the Middle East’, and ‘World’s Best First-Class Airline Lounge.’
Notes to Editors:
About Qatar Airways:
Qatar Airways, the national carrier of the State of Qatar, is celebrating more than 20 years of Going Places Together with travellers across its more than 160 business and leisure destinations on board a modern fleet of more than 200 aircraft. The world’s fastest-growing airline added a number of exciting destinations to its growing network including Gothenburg, Sweden; Da Nang, Vietnam; and Mombasa, Kenya in 2018, and several new destinations are due to be launched in 2019, including Isfahan, Iran and Valletta, Malta.
A multiple award-winning airline, Qatar Airways was named ‘World’s Best Business Class’ by the 2018 World Airline Awards, managed by international air transport rating organisation Skytrax. It was also named ‘Best Airline in the Middle East’, ‘World’s Best First Class Airline Lounge’ and ‘Best Business Class Seat’, in recognition of its ground-breaking Business Class experience, Qsuite. Qatar Airways has been awarded the coveted “Skytrax Airline of the Year” title, which is recognised as the pinnacle of excellence in the airline industry, four times.
Qsuite, a patented Qatar Airways product, features the industry’s first-ever double bed in Business Class, as well as privacy panels that stow away, allowing passengers in adjoining seats to create their own private room, a first of its kind in the industry.
Qatar Airways was the first Gulf carrier to join global airline alliance oneworld, enabling its passengers to benefit from more than 1,000 airports in more than 150 countries, with 14,250 daily departures.
Oryx One, Qatar Airways’ in-flight entertainment system offers passengers up to 4,000 entertainment options from the latest blockbuster movies, TV box sets, music, games and much more. Passengers flying on Qatar Airways flights served by its B787, B777, A350, A380, A319 and select A320 and A330 aircraft can also stay in touch with their friends and family around the world by using the award-winning airline’s on-board Wi-Fi and GSM service.
Qatar Airways proudly supports a range of exciting international and local initiatives dedicated to enriching the global community that it serves. Qatar Airways, the official FIFA partner, is the official sponsor of many top-level sporting events, including the FIFA 2022 World Cup, reflecting the values of sports as a means of bringing people together, something at the core of the airline’s own brand message - Going Places Together.
Qatar Airways Cargo, one of the world’s leading international air cargo carriers, serves more than 60 freighter destinations worldwide via its world-class Doha hub and also delivers freight to more than 160 key business and leisure destinations globally on more than 200 aircraft. The Qatar Airways Cargo fleet includes two Boeing 747-8 freighters, 15 Boeing 777 freighters and eight Airbus A330 freighters.
For further information, please contact:
Qatar Airways Group, Corporate Communications Department
Tel: +974 4022 2200