Experience A World Beyond
Director: Herve de Crecy
Qatar has stepped on to the world stage to present itself as an emerging tourism destination courtesy of an international advertising campaign, website and personalized mobile app travel companion.
"Experience a World Beyond" sees the Middle Eastern nation target 15 markets through TV, out-of-home (OOH), social and digital channels including Facebook, Instagram, TikTok and Snapchat, promoting the Arabian Peninsula as a hub for outdoor activities as seen through the misadventures of six cute CGI keychain critters.
An Arabian oryx, falcon and turtle also serve as local guides - each offering insight into a different aspect of Qatari culture - which have been created by character designer Peter De Sevre and renowned director Hervé de Crecy, in collaboration with Mikros MPC Advertising Paris.
Qatar seeks to shake off a pandemic-related tourism slump to welcome 6 million visitors a year by 2030, a figure which would see the industry contribute 12% of the country's GDP if attained.
To get there the campaign opens the eyes of frustrated travelers to the hospitality, sights and experiences that await them on the other end of a flight. Promoting authenticity over staged Instagram shots, the campaign highlights a recent report by Numbeo naming Qatar as the world's safest country to dispel any concerns about travel in the region and issues over dress code.
The burst of promotional activity dovetails with the impending Fifa World Cup Qatar from November 21 to December 18 2022.