Qatar Tourism Authority celebrates upcoming “Qatar Winter Tour” with the launch of global TVC
For the third year in a row, Qatar Tourism Authority (QTA) welcomes the players and staff of Paris Saint-Germain men’s football team from December 29th until January 3rd for their annual Winter Tour and training camp in Qatar. This year, the team will end their tour with a friendly game against Real Madrid FC on January 2nd 2014.
“The association with Paris Saint Germain establishes Qatar as the official destination of this prestigious club and its fans – thus promoting Qatar as a tourist destination of choice,” said Rashed Al Qurese, Director of Marketing and Promotions at QTA, speaking at the press conference held to announce QTA’s activities over the past two months in partnership with Paris Saint-Germain.
“QTA and Paris Saint-Germain have launched a series of programs, campaigns and fan competitions as part of the second phase of this partnership. These activities provide a unique experience for fans and business partners alike, while highlighting Qatar as tourist destination,” added Al Qurese.
Qatar Tourism Authority launched a global TV commercial today for the Qatar Winter Tour with the message “Paris comes to Doha”. The commercial aims to capture the fun and passion embodied by the fans of the club, as well as the city of Paris.
Along with the TV commercial, QTA has also launched a dedicated website – psg.qatartourism.gov.qa – for its partnership with Paris Saint-Germain, which will be the primary source of continuing tourist and fan promotions as well as exclusive content emanating from the unique partnership with Paris Saint-Germain.
“Paris Saint-Germain is a long term strategic partner for Qatar Tourism Authority, and by extension for Qatar as a whole. Our role as an entity is to promote Qatar to an ever-wider array of potential tourists; with Paris Saint-Germain as our partner, we aim to reach their millions of fans with exciting opportunities to learn about and visit Qatar,” noted Al Qurese.
In the lead up to the Qatar Winter Tour, QTA devised a versatile program of promotions and competitions aimed at engaging loyal Paris Saint-Germain fans around the world, casual supporters of football and international media. Utilizing a wide range of platforms – including social media, TV, large format and print advertising, on-ground activations, and tourist promotions – QTA marketed Qatar to millions of Paris Saint-Germain fans around the world and especially in France, a country where the Qatar Tourism Authority also opened a representative office in September 2013.
Over the past few months, Parisians have seen advertising about Qatar across their city – from large scale billboards located in high-traffic spots across the city to advertising at the Charles De Gaulle Airport. Featuring Paris Saint-Germain players along with iconic Qatar landmarks, this campaign positioned Qatar as the official destination of Paris Saint-Germain.
Die-hard fans of the legendary football club found tangible ways to engage with Qatar as a destination too. By designing two fan competitions aimed at igniting the passion of Paris Saint-Germain fans, QTA was able to excite a large group of fans about the possibility of accompanying their team for the Qatar Winter Tour. The Fan Reporter competition saw one lucky but talented fan get selected as the official fan reporter who will follow his favorite to Qatar and report live on social media about the team’s activities and tourist outings. The winner – Sébastien Prigent – won the competition from over 700 contestants. The second competition – an in-stadium contest to select five lucky fans and their guests to follow their team to Qatar was also hugely popular with over 800 participants taking part in the course of 1.5 hours.
Rashed Al Qurese concluded the press conference by announcing that QTA is “launching a GCC-wide social media competition to select a lucky fan to win an all-inclusive trip to Qatar for friendly game between Paris Saint-Germain and Real Madrid.” Details about the competition can be found on QTA’s Facebook and Twitter pages.
QTA’s association with Paris Saint-Germain promotes Qatar as a tourist destination to millions of the club’s fans – and not just football fans. When associating with Paris Saint-Germain, QTA chose not only to link to the men’s team – and worldwide stars such as Zlatan Ibrahimovic, Edinson Cavani or Thiago Silva – but also the women’s team, runners-up of the French Division 1 in 2011 and 2013. Additionally, QTA also linked itself to the Paris Saint-Germain Handball team, French champions last season – in the hopes of promoting the Handball World Championship, which will be held in Qatar in 2015.
For Paris Saint-Germain, this pioneering partnership with QTA helps propel the club ever faster towards the zenith of European sport. It also opens up new markets to the club, and provides access an even bigger audience, in line with its global development strategy. Last, but not least, this association allows the club to access world-class training facilities in Qatar such as the ASPIRE Zone during their annual Winter Tour.
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