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