Influencers in Qatar
Social Influencer Campaign
Target Audience: Millennials
The Story: Medley of Rich and Exciting Experiences
An exciting emerging destination, the Pearl of the Arabian Gulf, Qatar, is a world-class hub with deep cultural roots. The destination boasts a medley of rich and exciting experiences, whether it is exploring every corner of the century-old Souq Waqif and its patchwork of small shops, or dune bashing across a sea of sand in the Qatari desert.
As a popular layover route between the East and the West, Qatar receives close to 25 million passengers a year. Qatar offers a visa-waiver programme to over 80 countries worldwide valid for 180 days. Travellers who participate in the visa-waiver programme are able to spend up to 90 days in Qatar visa-free.
The Goal: Pearl of the Arabian Gulf
Our goal was to introduce the food, culture and attractions of Qatar, promoting the city as the Pearl of the Middle East, highlight its many unique selling points, and increase coverage for their visa-waiver programme and a Qatar stopover campaign.
Wendy Cheng, better known by her pseudonym, Xiaxue, is a Singaporean blogger and was the most popular online personality in the Asia-Pacific region since 2003. She has earned various features in a variety of print and online publications that include The Straits Times, The Guardian, Today, CLEO, and Her Wold and Lifestyle. She’s also won numerous awards such as the Region’s Best Blog, Most Influential Blog and Best Original Blog Design.
Mongchin Yeog, better known by her username, Mongabong, is a Singaporean blogger and influencer. Covering travel, fashion, beauty and food, she has worked with many international brands such as Clinique, L’Oreal, Dyson, Urban Revivo and Cebu Pacific Airways to name a few.
Sophie Willocq is a French-Chinese influencer based in Singapore who has participated in various pageants, with the New Paper New Face being one of her collected titles. A self-confessed online shopping addict, she often shares tips on where to get the best deals with like-minded readers. She enjoys exploring different countries and sharing her travel escapades with her loyal following.
Jessica Loh, also known as Shiberty, an influencer based in Singapore. Her blog focuses on lifestyle, beauty, food and travel adventures. She also runs her own Café Shiberty Bakes where she turns customers’ sugary dreams into reality.
These four influencers would be the perfect ambassadors to relay our message.
The Solution: FAM Trip
To introduce Qatar’s variety of product offerings, we organized a familiarization trip with 4 prominent Southeast Asian social media influencers, including Xiaxue. The 4D3N stay would introduce 6 different attractions and feature 3 hotels, presenting Qatar as a destination that offers visitors an opportunity to enjoy rich and authentic cultural tapestries, new experiences and grand adventures, while boasting its renowned Qatari culture–a blend of old and new world hospitality.
The featured itinerary included:
- The St. Regis Hotel Doha would be the influencers’ home base over the course of the 4D3N stay
- Museum of Islamic Arts Tour
- The Qatari desert where influencers could participate in a 4×4 Desert Safari experience, camel riding, sand skiing or quad biking; and enjoy a traditional dinner in the desert
- Msheireb Museum Tour
- Lunch and Tour at Katara Cultural Village
- Experience Doha at Shangri-La Hotel
- Banana Island Resort Doha
- Souq Waqif Tour
- Dinner at Souq Waqif Boutique Hotels Doha