LONDON: Qatar Airways has hired Perowne Charles Communications as it positions itself as a global player.
PRWeek UK understands that the agency has won a pitch and is now handling the six-figure UK account, which covers all of the airline's activities in the country. The Brighter Group previously handled the account.
The appointment comes ahead of Qatar Airways joining the Oneworld coalition of airlines, which also includes British Airways and American Airlines, at the end of the month.
The airline is also set to be based at the $15 billion Hamad International Airport, which will have the capacity to manage 28 million passengers -- an increase of 7 million from the current Doha International Terminal – but the project has hit delays.
One well-placed agency source saw the moves as a significant step in broadening the airline's global horizons.
“The move helps propel Qatar Airways onto the international stage, helping it in its challenge to break out from being seen as Middle Eastern player to a global one,” the source said. “The work is likely to play into this and highlight how it connects people, taking on Dubai as a travel hub.”
The airline's drive to prominence was highlighted in March with an approximately $40 million annual sponsorship deal with Spanish football club Barcelona.
Both Perowne Charles and Qatar Airways declined to comment.
This story originally appeared on the website of PRWeek UK.