Qatar 2015’s global marketing campaign has been one of most sustained and high profile in the nation’s history of supporting sports events. It has highlighted Qatar’s traditions of hospitality and excellence, according to a senior executive at Qatar 2015.
Sheikha Asmaa Thani al-Thani, Head of the Marketing Committee, Qatar 2015, said: “We’ve worked hard to create awareness, generate buzz in order to prepare the fans for a unique contest of speed and skill, for both national and international audiences. Over the past 100 hundred days, we launched a number of exciting surprises for fans. In all, we’re aiming to show the world that our nation can host truly world-class events.”
“A number of eye-catching elements have drawn local and international attention in recent months. A global marketing campaign has offered special travel packages for overseas fans and has succeeded in bringing thousands of visitors to Qatar for the Championship. The packages, which include tickets, hotel bookings and transport, have proven to be highly effective tool. The support of the relevant authorities has made securing visitor visas a smooth and effective process. Qatar 2015’s official mascot, Fahed, has acted as a local and global ambassador, promoting the Championship and handball among young people, especially school children, in Qatar and around the world. Representing key values like sportsmanship and healthy living, he has connected with a new generation of fans. In recent weeks, Fahed has visited some key institutions in Doha, including local schools and the Qatar Tourism Authority, to promote the Championship,” she said.
“Additionally, the official song, ‘Live it’, has connected with fans around the world. The song is in English and Arabic, and led by well-known Qatari singer Fahad al-Kubaisi, as well as members of the Qatar Philharmonic Orchestra and the Siwar youth choir, and 24 musicians and artists from each of the participating countries.
“Both the deployment of Fahed and the composition of the official song have been new innovations for an International Handball Federation (IHF) Championship. The body has welcomed the initiatives as important new ways to connect with fresh audiences.”
“Qatar 2015 has increased its visibility in January, as the country comes together to support the Championship. Doha has been dominated by outdoor advertising promoting the event, which starts at Hamad International Airport arrivals hall, and extends out to each of the venues. In recent days, the campaign has flown advertising balloons along the Doha Corniche, which have illuminated the countdown to the championship opening ceremony. A new series of sculptures by artist Ahmad al-Bahrani has been installed at the Lusail Multipurpose Hall, in celebration of the Championship.
“Fan Zones have also been set-up at each of the venues, which will open on 15 January and offer a wide range of games, activities, dining areas and rest areas for visitors. The Fan Zones also provide Wi-Fi, prayer rooms and ATMs, to cater for every visitor’s needs. Each Fan Zone will contain elements that promote the cultures of the different participating nations. Anticipation is also building for the opening ceremony that takes place on 15 January, which is set to be one of the most spectacular galas yet held in Qatar. It will feature a number of well-known musicians and recording artists.”
Sheikha Asmaa said: “We’ve worked hard to make this a truly global sporting event and one that will excite and amaze people from around the world.
“Everyone is ready and waiting for the championship to begin. We can guarantee that there will be more surprises to engage everyone.”
Gulf Times
14 January
