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Qatar Airways Launches Inspiring New Brand Refresh Campaign Inviting People to Lets Fly and Experience

12 April 2022

DOHA, Qatar Qatar Airways has launched an inspiring new brand refresh campaign inviting people to Lets Fly as the world reopens and travellers once again take to the skies in search of new experiences and memories. With trips postponed, family occasions missed, and friends disconnected over the last two years, the new campaign encourages people to start an exceptional journey of discovery from the moment they step on board a Qatar Airways aircraft. With creative agency partner McCann London, this is the largest brand collaboration the airline has seen in seven years.

Embracing the iconic Qatar Airwayscolour, a burgundy carpet inspires travellers to journey to the locations of their dreams, while a new specially created song, also titled Lets Fly, invites them to let the airline take you somewhere new to experience burgundy sunset sky, again leveraging on the distinctive brand colour of the airline. When passengers enter our aircraft, their trip becomes a reality and the memories begin as they are welcomed by our award-winning cabin crew who are the embodiment of our five-star service, making Qatar Airways a record-breaking six-time winner of the Skytrax Airline of the Year title.

One of the only airlines to never stop flying during the pandemic, Qatar Airways has regrown its network to almost 150 global destinations, with around 500 daily flights taking people to where they want to go. Inspiration and excitement of every form lies in wait strolling through parks on an unforgettable city break, tiptoeing across the sand on the relaxing beach vacation of a lifetime, getting up close with wildlife on an African safari or simply reuniting with family and friends after time spent apart whatever your dream escape, there is a world of opportunity lying in wait and Qatar Airways will take you there. QatarAirways Group Chief Executive, His Excellency Mr. Akbar Al Baker, said: The world has faced many challenges over the past two years and, as people begin to once again travel for leisure, we hope this latest brand campaign will inspire people to have the confidence to take to the skies once more and experience an exceptional journey with the Worlds Best Airline. It is our mission to invite travellers, wherever they are in the world, to create memories for our passengers and ensure the journey is part of their experience, not just a way to get to their destination. We really do roll out the burgundy carpet for everyone on board to showcase the unparalleled levels of product and service excellence experienced when flying with Qatar Airways.

A multiple award-winning airline, Qatar Airways was announced as the Airline of the Year at the 2021 World Airline Awards, managed by the international air transport rating organisation, Skytrax. It was also named Worlds Best Business Class, Worlds Best Business Class Airline Lounge, Worlds Best Business Class Airline Seat, Worlds Best Business Class Onboard Catering and Best Airline in the Middle East. The airline continues to stand alone at the top of the industry having won the main prize for an unprecedented sixth time (2011, 2012, 2015, 2017, 2019 and 2021).

Qatar Airways has also become the first global airline in the world to achieve the prestigious 5-Star COVID-19 Airline Safety Rating by Skytrax. This follows the success of HIA as the first airport in the Middle East and Asia to be awarded a Skytrax 5-Star COVID-19 Airport Safety Rating. These awards provide assurance to passengers across the world that the airlines health and safety measures are subject to the highest possible standards of professional, independent scrutiny and assessment.

About Qatar Airways:

Qsuite, a patented Qatar Airways product, features the industrys first-ever double bed in Business Class, as well as privacy panels that stow away, allowing passengers in adjoining seats to create their own private room, a first of its kind in the industry. Qatar Airways was the first Gulf carrier to join the global airline alliance One World, enabling its passengers to benefit from more than 1,000 airports in more than 160 countries, with 14,250 daily departures. Oryx One, Qatar Airways in-flight entertainment system offers passengers up to 4,000 entertainment options from the latest blockbuster movies, TV box sets, music, games and much more. Passengers flying on Qatar Airways flights can stay in touch with their friends and family around the world by using the award-winning airlines on-board Wi-Fi and GSM service. Qatar Airways proudly supports a range of exciting international and local initiatives dedicated to enriching the global community that it serves. Qatar Airways, the official FIFA partner, is the official sponsor of many top-level sporting events, including the FIFA WorldCup Qatar 2022TM, reflecting the values of sports as a means of bringing people together, something at the core of the airlines own brand message - Going PlacesTogether.

Qatar Airways Cargo, the worlds leading international air cargo carrier is based in Doha, State of Qatar. It serves a global network of more than 60 freighter destinations and 140 passenger destinations utilising freighters, belly-hold passenger flights, passenger freighters and mini freighters. The airlines freighter fleet includes two Boeing 747-8 freighters, two Boeing 747-4 freighters, 26 Boeing 777 freighters, one Airbus A330 freighter, one Airbus A310 freighter and one Boeing 777-300ER mini freighter. It also has an extensive road feeder service (RFS) network. Qatar Executive is the privatejet charter divisionof Qatar AirwaysGroup. Luxury jet services are available for worldwide charter on board the operators wholly-owned business jet fleet.

Qatar Airways values are:

• Pride in Qatar. I take pride in achievement and growth.
• Customer First. I deliver on the service promise.
• Driving Excellence. I strive for excellence in everything I do.
• Honest & Loyal. I work with the utmost dedication and devotion.
• One Team. I contribute to the shared vision of the Qatar Airways group.

QUESTIONS

(Use theory and illustrate it with the case study.)

1. Identify FOUR groups of stakeholders of Qatar Airlines and explain their expectations of and responsibilities to the airline. (12)
2. Analyse culture as a driver for strategy implementation. (12)
3. Identify FOUR groups of stakeholders of Qatar Airlines and explain their expectations of and responsibilities to the airline. (12)
4. Elaborate on Qatar Airways' product development strategy. Cite from the case study to support your response. (10)
5. Analyse the meaning of kaizen in the context of this case study. Cite from the case study to support your argument. (8)
6. Find out where Qatar is located and explain and analyse the advantages of this location for Qatar Airways. Refer to the case study to support your response. (6)
7. Refer to the case study to explain how Qatar Airways lived up to its Lets Fly strategy during the pandemic and elaborate on how this strategy enhanced its regrowth strategy. (6)
8. What is McCann London? Describe the nature of the relationship and mutual benefits between Qatar Airways and McCannLondon. (6)
9. Discuss the impact of ONE macro-environmental factor mentioned in the case study on Qatar Airways and the rest of the aviation industry. Cite from the case study to support your argument. (4)