Qatar Tourism: Experience a World Beyond, 60s

Qatar Tourism has launched its first international advertising campaign, "Experience a World Beyond", cementing its ambition to welcome over six million visitors a year by 2030, tripling pre-pandemic levels. The through-the-line campaign, which includes multiple television spots of various lengths, will feature unique and engaging key chain characters, designed to introduce travellers to the variety of experiences the destination offers alongside Qatar's renowned hospitality. The global campaign is inspired by the insight that today, more than ever, international travellers want to engage in authentic experiences that will enrich their lives, rather than pose for the perfect Instagram picture. It brings to life that Qatar is an accessible introduction to the Middle East, blending cosmopolitan modernity and beautiful landscapes with Arabic traditions, cuisines and cultures. Leading hospitality and travel safety is also at the heart of the campaign, as Qatar was named the world's safest country by Numbeo's 2020 Safety Index. Amongst the increasingly competitive Middle Eastern tourism industry, the uniquely friendly and familiar campaign is designed to stand out from the crowd, helping raise strong awareness of the country and its untapped potential. The TV spot features a backing track performed by Indonesian singing sensation, Raisa, and was created by leading character designer, Peter De Sevre, and renowned director, Hervé de Crecy, in collaboration with CGI animation studio, Mikros MPC.