QATAR. Qatar Airways has launched a Hollywood-style global advertising campaign to celebrate flying with the fast-growing airline.
The campaign, called A World Like Never Before, was partly filmed on Europe’s largest green screen by a crew of more than 200 people working across four continents.
It follows a family’s journey with the Qatari national carrier as they travel to Paris, New York, Hong Kong and Doha via the comfort of the airline’s A380 lounge and the flat-bed of their onboard QSuite.
The film was produced by RSA Films, the London agency founded by feted Hollywood director Ridley Scott and his brother, Tony. It was shot by twice Oscar-nominated photography director John Mathieson who also filmed Gladiator and Phantom of the Opera.
180 Kingsday was commissioned to conceive and create the film.
Group Chief Executive HE Akbar Al Baker said: “This campaign embodies everything at the heart of Qatar Airways’s brand values, as well as the pride we share in providing exceptional service to our passengers around the globe.
“The aim is to inspire and delight the viewer and open them up to the possibilities that Qatar Airways … has to offer, with gateways to more than 160 destinations.”
Senior Vice President Marketing and Corporate Communications Salam Al Shawa said: “This brand film is different [from] anything Qatar Airways has … 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.”
Director Ben Scott 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.”
180 Kingsday Executive Creative Director Kalle Hellzen said: “I am very proud of the way creative ambition, talent and teamwork have combined to deliver this campaign – the next evolution in [Qatar Airways’s] incredible story.”
