Aviation, Transportation, Travel

Qatar Airways

Qatar Airways aimed to enhance its brand positioning as a leading luxury airline and promote Doha as more than just a transit hub. To achieve this, the airline partnered with Sulfur to develop a campaign that leveraged influencer marketing to create engaging content and increase social engagement.

+27k

Net New Interactions

1.1M+

Impressions

WORK
Influencer Curation & Activation, Creative Strategy, Campaign Management

INDUSTRY
Travel, Aviation, Tourism, Hospitality

TALENT
4 Creators (Shay Mitchell, Gabe Erwin, Cosette Rinab, Naty Ashba)

REGULATORY
Brand Safety Guidelines, Regional Content Approvals

CHALLENGE

As a relatively new entrant in the global aviation market, Qatar Airways sought to:

Raise awareness of its luxury offerings in international travel.
Improve social engagement across its platforms.
Generate user-created content for various Qatar Airways entities.
Encourage tourism by highlighting Doha as a destination, not just a layover.

SOLUTION

Sulfur executed a comprehensive influencer marketing strategy that included:

Collaborations with influencers such as Shay Mitchell, Gabe Erwin, Cosette Rinab, and Naty Ashba.
Creation of high-quality, user-generated content showcasing the airline's luxury experience and the attractions of Doha.
Distribution of this content across multiple social media platforms to reach diverse audiences.

RESULTS

The campaign delivered strong performance across core brand KPIs:

High engagement rates, with above-benchmark saves and shares on Instagram and TikTok.
Increased social following and improved sentiment in comment threads and DMs.
Content reuse across 10+ markets by Qatar Airways regional teams.
Created a sustained conversation around Doha as a destination, with measurable traffic bumps to city guides and layover programs.