Qatar has stepped onto the global stage to market itself as an emerging tourist destination through an international advertising campaign, website and personalized travel companion with a mobile app.
‘Experience a World Beyond’ sees the Middle Eastern nation target 15 markets via television, outdoor advertising (OOH), social and digital channels including Facebook, Instagram, TikTok and Snapchat, promoting the Arabian Peninsula as a hub of outdoor activities as seen through the Misadventures of Six Adorable CGI Keychain Creatures.
An Arabian oryx, hawk and turtle also serve as local guides – each offering insight into a different aspect of Qatari culture – which were created by character designer Peter De Sevre and acclaimed director HervÃ© de Crecy , in collaboration with Mikros MPC Advertising Paris.
Qatar is seeking to emerge from a tourism slump linked to the pandemic to welcome 6 million visitors a year by 2030, a figure that would see the industry contribute 12% of the country’s GDP if reached.
To make it happen, the countryside opens the eyes of frustrated travelers to the hospitality, sights and experiences that await them on the other end of a flight. Promoting authenticity over staged Instagram photos, the campaign highlights a recent report by Numbeo naming Qatar as the safest country in the world to allay any concerns about travel to the region and dress code issues. .
Berthold Trenkel, COO of Qatar Tourism, said: âQatar is a concentrated introduction to the Middle East and offers a world to explore, from the hyper-modern to the fascinating traditional. Tourists seek original travel experiences not only to post on Instagram, but to share with friends and family, and to keep in their own personal memory banks. This film introduces travelers to a destination that exceeds their expectations, exceeds their imaginations, goes beyond their preconceptions and exceeds what others can offer them.
The explosion in promotional activity dovetails with the upcoming FIFA World Cup in Qatar from November 21 to December 18, 2022.