Qatar Airways дразнит Riyadh Air новой рекламой

DOHA- Qatar Airways (QR) has launched a pointed advertising campaign directly challenging newcomer Riyadh Air (RX) with accusations of imitation. The Doha-based carrier’s first ad in a promised series subtly yet unmistakably portrays the Saudi startup as a copycat of Qatar’s award-winning service and innovations.

King Khalid International Airport (RUH) will serve as the hub for Riyadh Air when it launches operations, creating direct competition with Qatar Airways’ stronghold at Hamad International Airport (DOH). This rivalry intensifies as Qatar Airways publicly highlights its established position in the market through this provocative campaign.

Photo: Dubai Air Show

Qatar Airways Teases Riyadh Air

Qatar Airways’ new advertisement centers on a presenter wearing Riyadh Air’s signature purple tie, clearly meant to represent Riyadh Air CEO Tony Douglas, former chief executive of Etihad Airways (EY), flagged OMAAT.

The 30-second spot features the presenter making claims about revolutionizing the industry and introducing innovative technology, only to be undermined by a reporter noting that “Qatar Airways has already done this.”

The advertisement, released on World Laughter Day, carries the tagline “they say laughter is contagious, well, apparently so are our great ideas,” establishing a dismissive tone toward the Saudi startup.

This marketing approach positions Qatar Airways as the original innovator while framing Riyadh Air as merely following in its footsteps.

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Photo: Riyadh Air

Strategic Timing in Competitive Response

This direct challenge follows earlier, subtle competitive moves by Qatar Airways. When Riyadh Air unveiled its new Boeing 787 cabin designs, Qatar Airways strategically posted about having “the world’s best business class” on social media, timing that industry observers noted was unlikely coincidental.

The advertising campaign reveals Qatar Airways’ concerns about potential market share loss, particularly among Saudi passengers.

According to previous statements from Riyadh Air’s CEO, Saudi passport holders constitute the largest premium passenger segment for Qatar Airways – a situation he described as “haram” and “totally and utterly unacceptable.”

He said, “We all know in this room how difficult it is to travel to some parts of the world directly. So I use these as examples. We can’t travel directly from Riyadh to Tokyo at the moment to Shanghai at the moment, to Seoul to Sydney. The list goes on and on and on.”

“The number one premium passenger for Qatar Airways, which is business and first class, is Saudi Passport Holders. Number one, Haram Qatari, haram, simple as that, totally and utterly unacceptable. I’m going to Miami next week for FII Miami. I’m flying Emirates to go to Miami, because there is no direct connectivity to Miami. Haram, haram, haram. It has to be fixed. The mandate is with Riyadh, and we will fix it for the citizens of the kingdom. We will give that direct connectivity, and the 100 cities by 2030 will only be the start of that,” added Tony.

Photo: Dubai Airshow

Premium Passenger Market at Stake

The competitive tension between these Gulf carriers stems from the lucrative Saudi premium traveler market. While Emirates Airline (EK) also serves significant Saudi traffic, Dubai International Airport (DXB) enjoys greater popularity as a leisure destination compared to Doha, with Saudi nationals representing only the third-largest passenger group for Emirates.

Qatar Airways appears to be taking a proactive stance with its “imitation is the sincerest form of flattery” approach, whereas Emirates maintains a more reserved position in this emerging rivalry. This marketing strategy signals Qatar Airways’ determination to defend its market position against the Saudi challenger.

Industry analysts anticipate aggressive price competition on routes out of Saudi Arabia once Riyadh Air commences operations. This rivalry may benefit consumers through improved service offerings and potentially lower fares as both carriers compete for premium passengers.

Photo: United Airlines

Similar Rivarly

At Chicago O’Hare International Airport, passengers are witnessing an intensifying competition between major carriers through strategic billboard campaigns.

The rivalry centers on United Airlines (UA) and American Airlines (AA), two of the nation’s three largest carriers that both use O’Hare as a crucial operational hub. As one of the world’s busiest airports, O’Hare serves as the battleground where these aviation giants compete for travelers planning their summer vacations.

United Airlines, headquartered in Chicago, recently launched an aggressive marketing campaign targeting its competitor. The airline installed billboards surrounding the airport that highlight the disparity in daily flight offerings between the carriers. This outdoor advertising strategy directly challenges American Airlines’ presence at the shared hub.

The marketing offensive extended to social media, where United published advertisements comparing their service offerings against both American Airlines and Southwest Airlines. The latter primarily operates from Chicago’s Midway International Airport.

United Airlines further strengthens its competitive position by expanding its route network this summer. The carrier announced it will initiate or resume service to multiple destinations from O’Hare, including Edmonton, Billings (Montana), West Lafayette (Indiana), and Ontario (California).

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