Qatar unveils first Batey-created campaign

Singapore - After its appointment last December, Batey has rolled out Qatar Airways's latest global campaign with its refreshed tagline, logo and corporate identity.

Featuring its new tagline "The World's 5-Star Airline", the campaign includes three 30-sec TV sports, over 20 print ads, corporate design and on-line executions.

The TVC was filmed over four-weeks in Bangkok, Shanghai, Mumbai, Rome, New York and Doha. The objective for the TV spots were to focus on Qatar's Premium Terminal in Doha, the airline's global network and its in-flight cuisine. The print ads were aimed at highlighting its five-star holistic offerings similar to the ones in its TVC while also including in-flight service, F&B, and new destinations in its executions.

Other than websites, the ads have also appeared in global business channels such as CNBC, CNN, BBC, Al Jazeera, Sky News and Euro News as well as magazines like The Economist, Newsweek, and Time.

Batey's creative director Andrew Hook and team shot the commercials while the spots were directed by Danish director Bo Krabbe, with production by Lava Singapore, and post at G1 Jakarta.

Qatar Airways clocks an expansion rate of almost 40% per year.