By Joseph Varghese
Qatar Tourism Authority (QTA) has developed a “Qatar destination brand” to position the country as a premium tourist destination that offers authentic experiences rooted in the nation’s culture and heritage. The new brand will be unveiled at the World Travel Market (WTM) 2015 that gets underway in London today.
“This is a milestone for QTA as it is the culmination of the efforts over the last two years and the beginning of a new era for the journey ahead,” Rashed al-Qurese, QTA’s chief marketing and promotions officer, told a press conference in London yesterday.
The brand provides a striking and highly distinctive visual identity that captivates audiences and strengthens Qatar’s position as a premium tourist destination. It comprises bespoke-designed typography, rich colour palettes, a distinct visual language, signature photography and well-crafted videography.
The word mark of the new brand, with English and Arabic elements, has been crafted with great attention to detail and combines a seamless fusion of tradition and modernity. The Arabic element of the word mark was designed by renowned Qatari calligraphist, Ali Hassan.
“The unveiling of Qatar’s first destination brand marks the beginning of a new phase in our journey towards achieving the vision for Qatar, to become a world class hub with deep cultural roots,” said Issa bin Mohamed al-Mohannadi, chairman of QTA.
“In launching this brand, which is the first to represent Qatar as a destination, and by channelling multiple characteristics of the nation’s persona, hopes, actions and vision, our efforts to promote the country and pique interest from world travellers, gain new strength and cohesion.”
Speaking to Gulf Times, al-Qurese said that there were two levels to the strategy; emotional and rational. “On the emotional level, we want to show what Qatar stands for and on the rational level what is there in Qatar already and what we have achieved so far. The key function of the brand is to streamline the marketing and promotion aspect of QTA’s work, and to promote the nation to trade and consumer audiences.”
“The brand will unify and strengthen communications by sector stakeholders, tour operators, hoteliers and other members of the industry about Qatar to international audiences, it will reinforce Qatar’s presence on the international stage at the global tradeshows, events and exhibitions that QTA participates in,” al-Qurese added.
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