Since January 3, Qatar Airways has been teasing something throughout their social media channels with the hashtag #LikeNeverBefore. Many of us assumed that this was a big announcement that we should actually be excited about. After all, Qatar Airways does a lot of innovative stuff, so that wouldn't be unexpected. Could the airline announce a…
Continue reading: Qatar Airways’ Hyped New Brand Film, “The World Like Never Before”
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Oh god, let's analyze what he said:
1. The pax are the heart of what QR does: So who are the pax? I believe the majority of their passengers are african, south and southeast asian, not a white family...
2. The video wanted to be original distinctive and authentic but it is the usual video of a white family traveling to paris or china...
3. Crucially it had to connect with its GLOBAL audience: how on earth did he think that in the era of "hollywood is so white" that this video with connect to global audience?
4. Tell the brand story in a fresh and imaginative way: Who sees anything fresh and imaginative here????
Anyway, while Qatar (and many other ME carriers) almost always uses white people in their ads and safety videos but their main passengers are asians (India being the largest) and africans. I am pretty sure Al-Baker doeasn't even see the issue here...
Absolutely useless move from Qatar Airways. They love wasting money on ridiculous campaigns. They'd better focus on improving they abysmal Frequent Flyer programme and their QPesos.
OK...WTF...this is such an useless investment with emphasis on markets where the airline doesn't even have much room to expand.
This must be the season of promotional content for the ME3, since I was interviewed by Emirates Marcom group two days ago on service styles, expectations and improvements that the airline can incorporate to attract everyone to "Fly Better." This came just a week after an invitation by Etihad to discuss re-branding and improving service concepts. #competition!
@Ken spot on.
I understand the LA LA land (movie) theme here but this is a few years out of date. The "orientalist fantasy" of the graphics reminds me of a 60's era poster from Pan Am. This nuclear white family who fly Q Suites can't possibly be Qatar's main customers.
I enjoyed flying Qatar and it find it very strange that an airline that is so good at catering to the business customer can't get the PR right.
1. Qatar can't tease.
2. This was overhyped (Just like United's recent big annoucement)
3. Its Useless
Borrowed heavily from LaLa Land I’d venture, which was incidentally not a movie I was in love with.
@RC:
Completely agree about QR as a brand and this terrible video. But let's be honest here, Akbar Al Baker is probably the most brand-damaging aspect of QR. This video pales in comparison to the nonsense that's fallen out of AAB's wordhole.
The innovation may be a commercial targeted to wealthy western families to travel in business class. Normaly, airline ads for families promote the lowest price in economy. But, was it worth a count-down?
Hahahahaha Hahahaha. Wow that was overhyped for what was actually a derivative and boring ad.
Mary Poppins meets Willy Wonka’s Chocolate Factory!
Seriously, so much hype for so very little substance.
