Posted on February 02, 2011

Qatar Airways’ latest print and radio advertising campaigns are continuing to draw attention with their original and interesting representations of the airline’s latest destinations.

The airline’s popular radio commercials offer listeners interesting insights into a city with a series of single sentence statements highlighting key aspects of that city. The “I am...” concept creates intrigue and engages listeners before revealing the city’s name and that it is the latest destination to be added to the airline’s growing global network. (click to listen Brussels Radio spot )

Each print advertisement uses the cultural and visual aesthetics of a Qatar Airways’ destination by highlighting the essence for which that country is known globally and combining it with a familiar scene from that country.

Some interesting examples to date have been the use of an airport baggage belt combined with sushi on plates to promote the airline’s route to Tokyo, and the incorporation of henna designs in the style of an electronic circuit board to highlight the airline’s route to Bengaluru (Bangalore).

The carrier’s advertising creative team have been in overdrive, with the airline launching 12 new routes in the past 12 months. With nearly 100 routes across six continents, and several new destinations planned for 2011, many more thought-provoking radio and print advertisements are expected to appear in the coming months. Qatar Airways Chief Executive Officer Akbar Al Baker said that the new style of advertisements reflected a maturing of the airline’s brand.

“We are now well and truly on the map in terms of recognition as one of the world’s best airlines. The Qatar Airways brand is synonymous with 5-Star service excellence and, with brand awareness of the airline maturing globally during the past two years, we are now producing advertising that is thoughtful and original,” he said.

Last year, a Qatar Airways television commercial was the only airline winner at the Phoenix Awards held in Singapore. Organised by AdAsia, a leading magazine for the advertising and marketing industry, the Phoenix Awards provide individuals and organisations with key industry recognition within the Asia Pacific region and are endorsed by the Association of Independent Television Companies in Singapore, the Australian Cinematographers Society, and the Institute of Advertising in Singapore.