SUCCESS STORY

Qatar Airways

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CHALLENGE

PROPOSED
SOLUTION

RESULTS

- Managing Qatar Airways’ communication in Spain and Portugal since 2020, in a context initially shaped by the heavy impact of the pandemic on the airline industry. - Gradually adapting the communication and PR strategy to travelers’ new habits, needs and priorities. - Reinforcing Qatar Airways’ positioning as a benchmark airline in the premium segment, highlighting its global connectivity, five-star service and travel experience.

- We designed a flexible communication strategy adapted to each stage of the business, supporting Qatar Airways from managing the pandemic to a phase focused on regaining awareness, relevance and brand consideration. - We built a narrative around its main strengths —global connectivity, five-star service, innovation and premium experience— and turned them into stories of interest to media and travelers. During the pandemic, for example, we focused on repatriation operations, cargo and vaccine transport, and the airline’s essential role. - We evolved the communication toward a more aspirational, lifestyle approach, connecting Qatar Airways with the motivations of Spanish and Portuguese travelers and reinforcing its positioning as a go-to airline for discovering the world. - We created high-value experiences and content for the media, through press trips and collaborations with journalists to strategic destinations, bringing the company’s product, service and route network to them first-hand. - We activated the big brand moments to amplify their impact beyond the news, engaging media and content creators around milestones such as the FIFA World Cup, Formula 1, anniversaries and other key dates for Qatar Airways, and turning them into opportunities for content, experience and conversation. - We combined PR, media relations and commercial activations to keep the brand constantly present and make the most of every communication opportunity. - We worked proactively on the news and travel calendar, identifying topics, trends and relevant moments to bring Qatar Airways into broader conversations about tourism, destinations and premium experiences.

- Qatar Airways consolidated as one of the most visible premium airlines in the Spanish and Portuguese markets. - In 2025, 975 media impacts in Spain, +144% year on year. - In Portugal, 588 impacts, +352% year on year. - Greater media presence for the brand’s key attributes: award-winning service, global connectivity and a premium travel experience.