Qatar has stepped on to the world stage to present itself as an emerging tourism destination courtesy of an international advertising campaign, website and personalized mobile app travel companion.
‘Experience a World Beyond’ sees the Middle Eastern nation target 15 markets through TV, out-of-home (OOH), social and digital channels including Facebook, Instagram, TikTok and Snapchat, promoting the Arabian Peninsula as a hub for outdoor activities as seen through the misadventures of six cute CGI keychain critters.
An Arabian oryx, falcon and turtle also serve as local guides – each offering insight into a different aspect of Qatari culture – which have been created by character designer Peter De Sevre and renowned director Hervé de Crecy, in collaboration with CGI animation studio Mikros Animation.
Qatar seeks to shake off a pandemic-related tourism slump to welcome 6 million visitors a year by 2030, a figure which would see the industry contribute 12% of the country’s GDP if attained.
To get there the campaign 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 shots, the campaign highlights a recent report by Numbeo naming Qatar as the world’s safest country to dispel any concerns about travel in the region and issues over dress code.
Berthold Trenkel, chief operating officer of Qatar Tourism, said: “Qatar is a concentrated introduction to the Middle East and offers a world to be discovered, from the hyper-modern to the fascinatingly traditional. Tourists are seeking original travel experiences not just to post on Instagram, but to share with their friends and families, and keep in their own personal memory banks. This film introduces travelers to a destination that is beyond their expectations, beyond their imaginations, beyond their preconceptions and beyond what others can offer.”