A World Class Destination

Target Audience: High Net-Worth Chinese


High Net-Worth Chinese Travellers


PR Value (USD)


Pages in Travelogue

The Story

Cornerstone of Qatari Culture

A world-class hub with deep cultural roots, Qatar, the pearl of the Arabian Gulf, is an exciting emerging destination. The country melds old and new world hospitality while offering cosmopolitan sophistication, presenting their visitors the opportunity to enjoy rich and authentic cultural tapestries, new experiences and a grand adventure.

The gateway from the East to the West, world-renowned Hamad International Airport in Qatar receives close to 25 million passengers a year with ambitions to grow to as much as 50 million travelers worldwide. To leverage on the success of their international airport, Qatar’s objective was to raise their country’s global profile as a premium quality destination.

Hospitality is the cornerstone of the Qatari culture, and it translates through Qatar’s world-class luxury hotels, but it doesn’t just stop there. Everything from their Corniche waterfront promenade to their dramatic high-rise skyline of West Bay emanates elegance.

The Goal

Showcasing Qatar’s Sophistication

To promote Qatar as a world-class premium travel destination, we collaborated with a luxury print publication in a brand alliance that highlighted the quintessential and authentic characteristics of Qatar. The campaign targeted affluent and high-end Chinese individuals that are looking for an exquisite and unique destination.​

Being a luxury Chinese magazine, MU/SE by Muse Media Asia provides high-net-worth Chinese individuals with sophisticated and high-quality content. MU/SE was a perfect vessel to promote Qatar to our target audience.


The Solution

Brand Alliance with Prestigious Magazine

A travelogue shoot was executed in Qatar to feature the unique destination in collaboration with luxury consumer fashion brands such as Hermes, Bottega Venetta and Gucci. A 58-page Qatar Travelogue was featured in the prestigious mandarin read MU/SE magazine. In addition, a dynamic series of videos were made from the trip, portraying Qatar in a luxurious and modern setting to pique audience interests. Videos and a digital flipbook were features on social media platforms, together with a print and digital version of the magazine. ​

Using the appropriate brand collaboration together with suitable Qatar travel products, the campaign was perfectly aligned to achieve premium content. The campaign had a total PR Value of USD 209,000 and a reach of 44,735 well-travelled and influential high-net-worth Chinese travellers.​

  • Pitched and secure luxury brand alliance and partnership​
  • Plan and execute media itinerary tailored for luxury travelers​
  • Secure sponsorship from destination stakeholders​
  • Host and facilitate the entire Famil trip, securing permits and exclusive entries for filming and photoshoots​
  • Ensure content was aligned with destination objective​
  • Media clipping and reporting​


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