| Sector | Travel |
|---|---|
| Target Audience | Mixed gender, ABC1, new and existing consumers |
| Package | B2C Event |
| Creative Agency | Aventgarde UK |
| Duration | 7th March 2019 |
Background
- Qatar Airways were looking to promote their new outbound destinations departing from London Gatwick Airport.
- They wanted to create an engaging event that would target both existing and new consumers alike, whilst also conveying the high level of customer service experienced by Qatar passengers.
Idea
- DCM Studios worked closely with Avantgarde UK to create ideas for an exclusive event within cinema. Sign ups were not only given the opportunity to attend a first class screening event, but were also entered into a the chance to win 2 x flights to any of Qatar’s London Gatwick destinations
- To emulate a first class experience, DCM put forward one of it’s most premium and boutique sites, Electric Cinema, Portobello Rd.
- The aim was to transport guests onto a Qatar Airways flight the second they arrived
- To create intrigue and exclusivity, only 30 places were offered and the title of the film was also withheld.
Plan
- Microsite for competition entries and event sign ups
- Qatar Airhostesses greeted guests on arrival with ‘boarding pass’ tickets
- Food and beverage offered that referred to orders on Qatar’s in-flight menu
- Tannoyannouncements and a ‘safety briefing’ from airhostesses before film take off
- Screen of Eat, Pray, Love and announcement of competition winner