Project:
Qatar Tourism Authority
Discover a world-class progressive nation. Welcome to Qatar
Client:
Qatar Tourism Authority, Doha, Qatar
Services supplied:
Discovery.
Qatar Tourism Authority, the principal voice for the development of Qatar’s tourist and business activities.
By realising that the tourism sector in Qatar is still in its infancy and their brand presence was looking dated and weak in comparison to the regional and global competition, the Qatar Tourism Authority (QTA) approached Brave Brands to help them revitalise and refresh their existing brand strategy and identity. Their long-term goal being to begin the process of repositioning the country as a world-class destination for regional and international tourism, sporting events and MICE markets.
Definition.
Working closely with the Qatar Tourism Authority senior management team we began by understanding the existing positioning, future goals, their competition and offering. From this we developed a base platform and road-map for the Qatar Tourism Authority to build on and evolve as and when needed.
A story of progression and heritage
Following the progressive vision and guidance of the Qatari Royal family, our country is moving forward and changing at a rapid pace. We are major contributors in world politics, play host to major top-level sporting events, hold international standard conferences & exhibitions and offer a host of hospitality & leisure facilities that are second to none; internally, we have embarked on a series of major infrastructure changes, a transformation that will change the landscape of the country for the good of the population and its visitors.
The Qatar Tourism Authority will lead Qatar’s world vision for business, tourism and hospitality, by bringing together the smartest and most agile minds, with a united commitment to ensure the development and marketing of the countries key business sectors: meetings & conferences, heritage & cultural events, education, sports and tourism & leisure.
The Qatar Tourism Authority will actively promote Qatar to the world as a progressive and collaborative business & leisure destination that confidently exceeds all expectations.
Expression.
Following the strategic conclusions, our creative team looked at the overall expression of the new brand, involving: the refreshment of the existing identity, a new multi-language brand visual expression (which included the development of a two-tiered visual language system for corporate and events), and lastly documenting it all in a comprehensive brand guideline to help the QTA and their marketing agencies implement the new brand.
