Qatar Airways launches agency review

Qatar Airways is reviewing its UK PR work amid moves to drive up its international profile.

Take-off: Qatar Airways is pursuing an aggressive growth strategy
Take-off: Qatar Airways is pursuing an aggressive growth strategy

The state-owned flag carrier of Qatar has launched a review of its relationship with retained agency The Brighter Group.

It is understood to be in closed talks with a small number of agencies, including the incumbent, following an initial selection process handled by the airline’s London office.

A spokesman for Qatar Airways confirmed the review, and said that the company was ‘very progressive and aggressive’ in its growth strategy.

He added: ‘The incumbent has done a fine job and this review is part of normal procedure. We are a lifestyle brand and we will continue to promote that brand around the world.’

The hunt comes at a time of growing opportunity for the promotion of Qatar and the airline, following FIFA’s controversial decision to award the country the 2022 World Cup.

In March, the airline sealed a £25m-a-year deal with FC Barcelona, replacing the Qatar Foundation as the first corporate sponsor for the club. Qatar Airways will also join the Oneworld global airline alliance later this year. 

There have also been reports, which have been denied, of talks between Qatar Airways and International Airlines Group about the prospect of becoming the largest shareholder in the parent of British Airways and Iberia. 

One agency figure pointed to the fact that Qatar Airways had resumed its Boeing 787 Dreamliner services between Doha and London Heathrow after a worldwide grounding of the aircraft in January.

‘Consumer and travel work will be important, but there’s likely to be a strong corporate and crisis element,’ he said. 

Meanwhile, The Brighter Group has won a brief for online travel and leisure deals publisher Travelzoo. The agency will oversee consumer and b2b work and has been tasked with raising awareness of Travelzoo and positioning it as the most trusted deals specialist in the marketplace.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.