CASE STUDY: Helping Qatar drive expansion in the UK and abroad
Provided by Sky Media
An campaign to raise awareness of Qatar Airlines to AB audiences with broad coverage and a year round presence
What was the Challenge / Background of the Campaign?
To help drive their expansion in the UK and internationally, Qatar were looking for an opportunity that would deliver the right audience and broad coverage - with year round presence. While Qatar and their agency were looking at various weather opportunities available in the market, we were convinced that the breadth and depth of our offering via the award winning Sky News would make it a clear winner - they agreed.
What was the Campaign Objective?
Grow brand awareness and perception in the UK and internationally.
Raise awareness of Qatar as a premium 5-star airline.
Communicate the quality of the Qatar service.
Increase share of voice against the competition.
What was the Solution?
TV Sponsorship- credits on 29 Sky News weather reports every day - generating over 4,000 minutes of on-air branding.
Sky News International- Sponsorship credits extended onto the Sky News International feed which broadcasts around the world. Interactive- Sponsorship credits every 3 minutes on Sky News Active's looping weather updates reaching 622,000 household p/w.
Sky Text- Branding on UK's leading digital text service's weather section. Weekly audience of over 500,000. Online- accreditation and branding around all weather related online content- 9.3 million impressions.
What were the Results?
Prior to the campaign, 42% of viewers had heard of Qatar. The sponsorships impact drove the awareness of the brand throughout the campaign and at the final research stage it had reached 81%. This effectively put the brand's awareness up to the same levels as Qantas, United and Emirates but using a considerably smaller spend. Brand Consideration- Prior to the research only 1% chose Qatar as their preference for flying to the Far East- this increased to 15% at the final stage of the research.
What were the Key Learnings of this Campaign?
Their sponsorship successfully portrayed Qatar as a luxurious, high quality airline and has clearly elevated the perception of the brand. Sky News' wide distribution has enabled global coverage and the research supports that awareness of Qatar has risen, as has its consideration rating.