South African advertising agency Grid Worldwide has become the first agency to help Qatar promote itself as the country prepares to host the 2022 Fifa World Cup, Business Insider reported.
Qatar, the world’s wealthiest country in 2018 according to gross national income per capita, has launched an extensive campaign to increase tourism numbers to diversify the country’s oil-dependent economy.
Grid Worldwide co-CEO Adam Byars said the Johannesburg-based agency bid for the Qatari contract after they designed a logo for Qatar's tourism agency in 2014, alongside South African advertising agency TBWA. After taking part in several global pitches, including one in London, Grid was awarded the contract to promote Qatar as a destination.
Grid’s Qatar Qurated campaign was launched in December 2018, with billboards in ten key markets, and 14 major airports across the globe, including JFK airport in New York, Heathrow in London, and Charles De Gaulle in Paris.
The 12-month campaign also be seen in Berlin, New York’s Times Square, and Piccadilly Square in London.