The new Qatar Airways service from Birmingham via Doha set out to offer an ever wider world of opportunity to residents of the Midlands. That’s where we came in, creating an experiential campaign to launch the new route and put Birmingham well and truly ‘on the map’.
WHAT WE DID
We created a multi-sensory pop-up experience at Birmingham’s Bullring Shopping Centre. This distinctive and highly-visual live activation provided consumers the rare opportunity to ‘travel around the world’ to four exciting destinations, all offered by the new route. Brandishing special boarding passes, visitors were immersed in the sights, sounds, smells and tastes of Australia, South East Asia, India & Pakistan, and Doha. Surf-simulator experiences and relaxing Thai massages attracted crowds, while free giveaways and prize draws drove engagement and dwell-time.