“Basically we didn’t want to copy Emirates or Etihad. We wanted it to be very down to earth and about the passengers – a normal person like me or you.”

Salam Al Shawa, senior vice president for marketing and corporate communications of Qatar Airways, on why the airline did not follow the recommendation of its PR firm to hire someone like George Clooney to star in its advertisements. Read what else Al Shawa had to say about the carrier’s marketing strategy here.

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