Recap of the Brief
Develop an activation to increase awareness about Britain and position Qatar Airways as the carrier of choice to discover Britain.
Stimulate incremental bookings (and therefore visitor spend in Britain) by showcasing Great Britain as THE holiday destination amongst the Saudi and Kuwait market, using the Manchester, Birmingham, London and Edinburgh products to inspire consumers.
Who we are talking to: high-end Saudi families with kids visiting Britain for leisure during vacation, currently Britain and Qatar Airways are not their 1st choice
The need we will serve: luxury travel experience with diverse destinations in Britain
The world we’ll project: an equal desire for destination and travel experience
The proposition we’ll develop: a unification of culture and quality
Our campaign is not a tactical project
It is a long-term platform that we can utilize in future campaigns and partnerships, focusing on the most appealing cultural attributes for any departure location and destination and turning them into consumer benefits.
ALL SURROUNDED BY 5-STAR LUXURY
Qatar Airways - Rationale:
Everyone knows that when you are comfortably absorbed in an experience, time seems to simply fly.
Starting from the time wastage insight we develop a series of absorbing ads and activations that deliver a unified and unwavering experience of premium quality lifestyle, showcasing several major elements in Saudi cities and destinations.
Targeted Print
A series of visuals showcasing several Saudi and British cities surrounded by Qatar Airways 5-star luxury
A series of visuals showcasing several Saudi and British cities surrounded by Qatar Airways 5-star luxury
Headline:
From Riyadh to Britain... fly with your mood
Sub-headline:
Luxury in Riyadh
Luxury in the sky
Luxury in London
Headline:
From Riyadh to Britain... fly with your mood
Sub-headline:
Your shopping in Al Tahliah
Your gifts are in the air
Your choices are at Harrods
Headline:
From Jeddah to Britain... fly with your mood
Sub-headline:
In your house, you are the chef
The chef is with you in the air
Chef Jensen at Oxo Tower
Magazine
Here we give the feel of a seamless 5-star journey by printing our 3 main images on transparent plastic sheets.
They are placed into die-cut windows on 3 pages.
Through these windows, we see our KSA image and at the same time the 5 Star image as well as London’s big ben, as we turn the pages it reveals our seamless journey experience.
Mall Mupis
Online
We will create a series of animated and static banners focusing on several departure cities and highlighting areas of Britain as destinations
Activation
Our activation will be divided in two major parts.
- Part 1: Cultural Fusion
- Part 2: Live the moment
- Part 1: Cultural Fusion
- Part 2: Live the moment
Our main objective remains in reaching the right audience (HNW families) and exposing them to the cultural fusion and allows them to live Qatar Airways 5-star journey
Therefore, before we start bringing our customers to Britain, we will bring it to them through designing experiences that are accessible at their convenience
Basically, create Audio Visual content that touches their emotions
360 Virtual Reality
We will start by creating a Virtual Reality 360 video Britain cities and showing the Travel Experience that gets you there
Capture the overall feeling of being on Qatar Airways first class through the eyes of people that experience it
The A380 journey
Amenities
Britain videos showcasing the 4 cities most famous tourism actions in Britain
The 360 Virtual Reality unit will be utilized in the following touchpoints:
Airport VIP lounges, Hotels’ lobbies , Private Banking Lounges, Female high-end spas/beauty salons, High-End Malls.
Airports VIP and Private Aviation Lounges:
In these touchpoints, we will be directly reaching our target audience , They have the free time and they are open for communication, A Qatar Airways branded section, focusing on engaging the right audience at the right time
AR will be used as a relaxation session for them. It starts with an overview about Britain and continues to take the passenger through a full journey on Qatar A380 airplane, in addition to the luxurious experience
Hotels Lobbies
In 5 star hotels across KSA and GCC, we will install our VR unit in the hotel lobby. People sitting in these hotels and especially fit into our customer profiling and they are in an open state of mind. They also have the time to be approached
KSA VIP Banking Lounges
This should another touchpoint for our VR to deliver the experience to the right audience in an alternative channel
The VIP/Private banking lounges in KSA are visited by HNWI who fit into our consumer profiling
Female Spas/Beauty Salons
A special First Class Qatar Airways seat placed instead of the normal chair. As the woman is sitting, the mirror will be replaced with a digital screen giving a first class flight experience as she’s having her hair done. One minute she’s in Jeddah, then in QA first class, the next she’s in London/ Manchester/Birmingham or Edinburgh.
They will be left with a leaflet explaining all the cultural fusions between the Saudi and Britain and asking them to register online
Mall Activation
Taking people through a first-class cross-cultural experience where we carry a variety of links between the Saudi and British cultures.
From Food to Fashion, Shopping to Scottish Highlands, we have cook-offs between local chefs from each country and artists exhibiting their skills in art, photography, fashion etc.
All helping them rediscover and enjoy their own culture as well as that of the UK.
We can also have sound and vibration effects to further enhance the sensorial experience of time fly’s
JED – LON Video Capture
Capture visitors experience reactions and share on YouTube.
The clip with the most votes wins a suit made at the first class tailors in Savile Row
As the stand visitor approaches it, the promoter will take his personal data:
Name , Mobile Number , Email Address, Destination, Enter his data and generate a boarding pass for him/her to enter the stand
Name , Mobile Number , Email Address, Destination, Enter his data and generate a boarding pass for him/her to enter the stand
The boarding pass will be printed and at the same time, sent to them through email giving them access to our mall booth travel experience
Our cross-cultural platform can be live • A virtual Experience • Back wall projections are also used • Promoters obtain visitors data via iPADs
Our activation will have a weekly theme that will be a daily event featuring a cultural fusion to engage people further and diversify the offering to cater for more than one category
Once seated, our customers will be taken on a VR journey to several destinations across Britain
They will be served by our stewards to simulate the full Qatar Airways experience
Virtual JED – LON Experience
Taking people through a first-class cross cultural journey
Selected visitors to the stand receive a branded inflight pack containing Armani items and a USB that activates into a screen takeover giving a JED – LON Qatar Airways First Class journey experience
Our activation won’t be limited to these channels only, we will integrate a new trending medium in KSA: UBER
In Saudi Arabia, women can’t drive and Uber Lux has become THE destination for them.
Uber has launched their LUX versions which includes luxury cars.
Our idea is to partner with UBER and provide a special London taxi cab luxury experience.
In the cab we have Qatar Airways styled first class seating and as they drive off what they see in the left and right side windows is a moving view of driving around London’s Knightsbridge or other well-known areas.
We install special slim screens fitting perfectly to give the passenger a sensorial experience of actually being in a cab in London while at the same time introducing the Qatar Airways First Class experience.
Inset window screens on both sides show video of London street giving you the sense that you're actually driving in a cab in London
YouTube
We will utilize YouTube as an amplification channel for our activation and not engagement.
All the experiences at the stands from all channels will be captured and shared online to drive further traffic to our stands and create crowd generated content that can eventually to invested to go viral.
YouTube Webisodes
Arrange to have a famous and well followed YouTuber take the Qatar Airways First Class experience to London and capture the whole experience.
Cover all four destinations and a range of subjects from KSA Fashion to UK Fashion – KSA Food to UK Food & Chefs and ( Mindi – Haggis )
Comparing cultures in an interesting and informative way and have fun doing it, a fusion between KSA and UK experiences
