QA set to launch biggest brand building campaign

In its biggest and the most ambitious brand building exercise till date, Qatar Airways will launch globally ‘A World Like Never Before’ cinematic campaign on January 17 to kick off the new year in a grand style.

The cinematic commercial, which was premiered for select audience in Doha on Sunday, is inspired by Hollywood and produced by some of the movie industry’s most talented creative minds.

The commercial, which takes passengers on a magical journey to a fantasy world that will capture their hearts and imagination, shows how flying with Qatar Airways transforms the entire experience of travel and turns the familiar into something truly magical.

Speaking at the premiere of the commercial, Qatar Airways Group Chief Executive, 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.

Qatar Airways has emerged as the fastest growing airline in the world, he said adding the commercial is aimed at inspiring and delighting viewers and open them up to the possibilities that the 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. Everything that Qatar Airways passengers see and do becomes an experience like never before, he said.

Speaking on the occasion, Qatar Airways Senior Vice President Marketing and Corporate Communications 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.

The beautifully crafted art direction represents the premium experience of flying with Qatar Airways. The film combines set design, special effects and seamless choreography more akin to a Hollywood blockbuster than a TV commercial, she said.

The centre piece 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.

Conceived and created by 180 Kingsday, ‘A World Like Never Before’ is produced by London-based production company RSA Films.

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 on the film was director of photography John Mathieson, the Oscar nominated cameraman who previously shot Gladiator and Phantom of the Opera, and production designer Jonathan Lee, who was the art director of feature films ‘Star Wars Episode 2’ and ‘Elizabeth’.

Sharing his experience, Ben Scott said, Qatar Airways has 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 Kalle Hellzen said, Qatar Airways is a remarkable brand that creates experiences that transform. The way creative ambition, talent and teamwork have combined to deliver this campaign, it will be the next evolution in the brand’s incredible story.

The commercial was 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 the recent The Lion King.

The campaign includes film, digital, print, events and product campaigns featuring the airline’s award-winning cuisine, service, in-flight entertainment and Oryx Kids Club.

Source: Civil Aviation Authority