Framing Qatar

Memac Ogilvy

With rising vaccination rates worldwide, the challenge for Qatar Tourism was how do we reignite the love for travel? Qatar Tourism (QT) decided to leverage the popularity of content creators to offer a form of virtual tourism that would incite feelings of ‘wish I was here.’ QT invited a range of contact creators across content themes such as travel, beauty, sports, gastronomy, etc. Personalization was the key consideration in all interactions with the content creators, from introductory conversations to creating bespoke itineraries.

With significant coordination across multiple stakeholders, QT ensured the creators had a welcoming environment to produce their craft. This activation served two of QT’s objectives: first, to create a gallery of beautiful visuals in line with the digital trends; second, to convert these content creators with substantial following into vocal advocates for Qatar as a must-visit travel destination.