One of Grid Worldwide's design displayed in an air
One of Grid Worldwide's design displayed in an airport (supplied)
  • Joburg-based Grid Worldwide has become the first agency to help Qatar promote itself ahead of the 2022 Fifa World Cup. 
  • The country wants to diversify its economy. 
  • Grid’s 'Qatar Qurated' campaign was launched in December 2018, with advertising in 14 major airports across the globe, as well as New York’s Time Square.  

South African advertising agency Grid Worldwide has become the first agency to help Qatar promote itself as the country prepares to host the 2022 Fifa World Cup.

Qatar, the world’s wealthiest country in 2018 according to gross national income per capita, has launched an extensive campaign to increase tourism numbers to diversify the country’s oil-dependent economy.

Grid Worldwide co-CEO Adam Byars said the Johannesburg-based agency bid for the Qatari contract after they designed a logo for Qatar's tourism agency in 2014, alongside South African advertising agency TBWA. After taking part in several global pitches, including one in London, Grid was awarded the contract to promote Qatar as a destination. 

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Grid’s Qatar Qurated campaign was launched in December 2018, with billboards in ten key markets, and 14 major airports across the globe, including JFK airport in New York, Heathrow in London, and Charles De Gaulle in Paris. 

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The 12-month campaign also be seen in Berlin, New York’s Times Square, and Piccadilly Square in London.

Grid Worldwide, founded in 2006 by Nathan Reddy, has worked with local brands like FNB, Liberty, ABSA, MTN, Telkom and ACSA. 


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Grid hopes to grow its international client list with the Qatari campaign, says Byars. 

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He has been spending 10-months in Qatar to manage the account, while Grid’s team has made over 120 trips to Qatar so far.

“For inspiration, we travel – we see the world as our playing field and no challenge impossible. We eat breath brands, it’s a 24/7 experience,” Byars said.

 “[And] the response from the people of Qatar and global audience perspective has been incredible to see.”

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