QATAR AIRWAYS NEW BRAND REFRESH

CAMPAIGN
PROJECT ANALYSIS PRESENTATION
 INTRODUCTION

 In its half-century of existence, the airline sector has grown to be one of the largest.
 Qatar Airways, like other Gulf airlines, is part of the government's effort to diversify its
income base, economy, trade, tourism, and worldwide transit significance.
 "Excellence in everything we do," says the airline's mission statement
 THE QATAR AIRWAYS NEW BRAND REFRESH
CAMPAIGN; “LET’S FLY”

 With flights rescheduled, family gatherings missed, and friends separated over the
previous two years, the new ad wants to encourage individuals to embark on an
extraordinary voyage of discovery the minute they board a Qatar Airways flight.
 Qatar Airways, one of the few airlines that never stopped flying during the epidemic,
has expanded its network to about 150 worldwide locations, with around 500 daily
flights transporting passengers to their destinations.
 A burgundy carpet motivates passengers to fly to their dream destinations, while a
new specifically made song, also named 'Allow us Fly,' invites customers to let the
airline 'transport you somewhere new' to enjoy a 'burgundy sunset sky,' once again
exploiting the airline's distinguishing brand colour.
 THE QATAR AIRWAYS NEW BRAND REFRESH
CAMPAIGN; “LET’S FLY”

 As international borders reopen and people return to the skies, Qatar Airways' new
advertising film displays a burgundy carpet urging tourists to embark on their dream
adventure with the Qatari carrier
 Qatar Airways offers a variety of amenities to customers both before and during the trip,
including entertainment and cuisine.
 In the “Let’s Fly” branding campaign, the company wishes to use its colours and logo to
match all on-board materials used to service the customers.
 Qatar Airways has always recognised the importance of promotional methods in increasing
their global presence.
 THE IDEAL BRANDING ELEMENTS THAT CAN BE USED
(THE LOGO)

 Every company need a logo. Indeed, it may be rare to discover a brand that does not have
a logo, making it the most crucial aspect of branding.
 As a result, Qatar Airways must make the emblem more distinctive and adaptable while
maintaining its overall image and significance.
 The logo adjustment can match the current “Let’s Fly” branding refresh campaign.
 THE IDEAL BRANDING ELEMENTS THAT CAN BE USED
(THE COLOR PALETTE)

 Colours are another important component of any brand's identity.

 Colour is so crucial in branding that some businesses have trademarked their characteristic
brand colours.
 As a result, Qatar Airways may take inspiration from this concept and guarantee that the
colours represented in the items are constant throughout and align with the current "Let's
Fly" brand revamp campaign.
 THE IDEAL BRANDING ELEMENTS THAT CAN BE USED
(THE TAGLINE)

 The firm promotes the brand's distinctive proposition through brand messaging.
 The tagline adds information and meaning to the logo.
 It not only tells consumers what the firm does, but it also tells them what to expect.
 SMART RECOMMENDATIONS FOR THE BRANDING
ACTIVITIES (SPECIFIC)

 Other branding strategies, such as product endorsements, are needed to retain or gain
market share.
 As part of this expansion strategy, Qatar Airways plans to expand its route network to
over 300 destinations by the end of 2030 from the current 150
 The corporation may improve the various features such as the logo and brighten the
colours by utilising existing branding initiatives.
 Furthermore, a high per capita income that is currently rapidly expanding provides a
foundation for a successful aviation sector.
 SMART RECOMMENDATIONS FOR THE BRANDING
ACTIVITIES (MEASURABLE)

 Increase existing consumer usage, for example, by offering loyalty programmes.

 As a result, it is doubtful that this strategy would necessitate significant expenditure in
fresh market research.
 By providing a variety of entertainment and branding possibilities, the firm can
differentiate the customer experience with live entertainment programming while also
creating new comfort standards to guarantee we are the airline of choice.
 SMART RECOMMENDATIONS FOR THE BRANDING
ACTIVITIES (ACHIEVABLE)

 Qatar Airways has the brand image to form strategic alliances with many other airlines in
order to benefit from economies of scale.
 This could take the form of selecting one airline company from the continent to form a
loop.
 Therefore, the achievable branding activity can be based on adjusting the company logo to
match the one of different countries’ destinations rather than changing the entire logo all-
together.
 SMART RECOMMENDATIONS FOR THE BRANDING
ACTIVITIES (RELEVANT)

 Through its infrastructure and technology, Qatar Airways has developed a strong process
for delivering value to its customers.
 It provides excellent service through its lounges, which are located in the premium terminal
and include duty-free shops, conference rooms, and other amenities.
 In addition, the airline operators' world-class and award-winning services have made them
a differentiating factor among all airlines.
 SMART RECOMMENDATIONS FOR THE BRANDING
ACTIVITIES (TIME-BOUND)

 Qatar Airways has made a reputation for itself in the aviation industry by being named the
world's greatest airline.
 The lounges, as well as the option for extra services like as hotels, restaurants, car service,
and so on, help to improve the brand's image.
 It has been ranked as the most desired airline by Skytrack in many areas, giving it an
advantage over other competing airlines.
  
CONCLUDING REMARKS

 In its relatively short history, it has demonstrated that it can be counted among the finest
in service delivery.
 With flights cancelled, family gatherings missed, and friends separated during the last two
years, the new ad encourages people to embark on an exciting journey of discovery the
moment they board a Qatar Airways aircraft.
 The burgundy carpet encourages passengers to travel to their dream destinations, while a
new song, 'Allow us Fly,' begs consumers to allow the airline 'transport you somewhere
new' to enjoy a 'burgundy sunset sky,' once again utilising the airline's defining brand
colour.
 REFERENCES

 Ahmed, N., 2020. Nation Branding Through a Mega-Event: A Case Study of Qatar 2022 (Doctoral dissertation,
Université d'Ottawa/University of Ottawa).
 Direction, S., Revealing the secrets of Qatar Airways' success: Emerging economy strategies for building a
global brand against the odds.
 Drum, B., 2022. Qatar Airways launches a new brand refresh campaign – ‘Let’s Fly’. [online] World Airline
News. Available at: <https://worldairlinenews.com/2022/04/18/qatar-airways-launches-a-new-brand-refresh-
campaign-lets-fly/> [Accessed 28 May 2022].
 Fetais, A.H.M., Al-Kwifi, O.S., Ahmed, Z.U. and Tran, D.K., 2020. Qatar Airways: building a global brand. Journal
of Economic and Administrative Sciences.
 Kotsi, F. and Slak Valek, N., 2018. Flying with Nicole Kidman or Jennifer Aniston? Brand funnel stages’
influence on brand personality. Journal of travel & tourism marketing, 35(3), pp.365-376.
 Omarli, S., Tactical marketing decisions of managers in times of crisis Qatar Airways Company, Grounded
Theory.
 REFERENCES

 Qatar Airways. 2022. About Qatar Airways. [online] Available at:

<https://www.qatarairways.com/en-ke/about-qatar-airways.html> [Accessed 28 May 2022].
 Temirkhanova, I.T., 2019. BRAND ALLIANCES BENEFITS FROM CONSUMER PERCEPTION; ON
EXAMPLE OF QATAR AIRWAYS IN ONEWORLD. С. ДЕМИРЕЛ АТЫНДАҒЫ УНИВЕРСИТЕТТІҢ
ХАБАРШЫСЫ, p.94.
 Theodoropoulou, I., 2019. Semioscaping Eutopia: Qatar as a place in Qatar Airways
advertisements. Sociolinguistic Studies, pp.57-82.
 Wang, Z., 2021. Understanding the strategy used by leading airlines: a case study of Qatar
Airways.
 Wood, D., 2022. JetBlue, Qatar Airways Expand Global Partnership.