Award: CAMPAIGN AWARDS \ C16. Corporate Social Responsibility

As the impact of COVID-19 rapidly wreaked havoc across China, the central government announced extreme measures to lockdown major cities where the virus was spreading at a rapid rate, the closure of borders around the world led to airlines suspending flight services to Mainland China, including six of Qatar Airways’ routes. As Qatar Airways’ Agency of Record in China, we identified three main challenges the airline was facing, namely to retain the premium airline brand image during the China flight suspension period, to reaffirm the brand’s commitment to China and the Chinese people and to respond to the needs of the airline’s customers and the society as whole at a time of crisis. To address these issues, we proposed that the airline utilizes the rapid-response capabilities of its air freighter division, which is still operational in China, to provide free transportation of medical supplies donated by Chinese communities worldwide.