In order to introduce the experience of its new range of B787 aircraft that has been operating on their Johannesburg – Doha route and leverage the FC Barcelona sponsorship, Qatar Airways enlisted the activation services of Primedia Unlimited’s Mall Active subsidiary to bring this experience to life.
This was achieved by including a fully functional Business Class seat that allowed consumers to get the full sensory experience of being a business class passenger on Qatar Airways, whilst in a retail environment.
“The airline has been using the B787 aircraft from Johannesburg to Doha since May 2014 and it features a Business Class seat that offers passengers a high-tech oasis where they can relax, rest and settle into unparalleled comfort. The seat is able to recline fully to form a single bed and features a vast array of features to make productive use of the passenger’s time whilst enjoying the selection of in-flight entertainment and a contemporary 5-star cuisine.” says Mall Active’s General Manager Travis Brown. “We wanted current and potential passengers to get the full experience of flying on Qatar Airways.”
Along with trialling the actual working Business Class seat, consumers could win a Barcelona FC shirt by simply having their Glam Cam pictures taken in front of a branded back wall featuring the Stars of Barcelona FC team. To enter the competition, consumers needed to ‘like’ and ‘share” their pictures on the Qatar Airways Facebook page which would later be selected for a draw.
“The activation was targeted at high income earners frequenting Sandton City,” says Travis. “It was extremely well received. The stand was inundated with consumers looking for more information on the routes that Qatar Airways flies, with over 1 800 pictures being taken. We look forward to more positive results for the airline in early 2015.”
For more on Mall Active, visit www.mallactive.co.za.