Qatar Airways is embarking on an exclusive international sponsorship campaign for the new monthly CNN International travel show, ‘In 24 Hours’.

 

The companies have a strong relationship dating back to 2003. This new campaign will include spot advertising, digital and programme sponsorship with the focal point on TV and digital sponsorship.

“We are delighted to extend our long-standing relationship with Qatar Airways for CNN’s new premier travel programme,” said CNN International chief commercial officer Rani Raad.

“The combination of a smart commercial proposition for a strong brand such as Qatar Airways, with compelling content will engage with relevant audiences across all CNN’s platforms.”

The show will be hosted by James Williams and feature the attractions a celebrity visitor will see in a variety of bustling cities over the period of 24 hours.

The show’s first destination is New York, premiering today (9 December) on CNN International, featuring a flyover of Manhattan on a helicopter, a private preview of Andrew Lloyd Webber’s latest Broadway musical and Anthony Bourdain’s favourite hotspots.

Qatar Airways chief executive Akbar Al Baker said that the airline’s brand relaunch will help it share the importance of travel with customers: “With CNN’s travel programme ‘in 24 hours’ we feel aligned with the underlying sentiment, which is to discover, grow and explore.”

“The Qatar Airways’ new brand campaign encapsulates the journey and the mesmerising, eye-opening moments that travelling brings along with it,” said Qatar Airways senior vice president Salam Al Shawa.

“It is a global, unifying campaign intended to bring to the forefront the exchanges that come with travel; the personal, the growth, and the pleasure in reconnective.

“We took pride on focusing on the under-represented aspect of the emotional part of travelling, and how important service is to our passengers,” she added. “With a global route map across six continents, we also wanted to ensure our global audience is aware of the expansive territory that Qatar Airways serves.”