Qatar Airways Throws Shade at Riyadh Air

In a deliciously cheeky move, Qatar Airways has unleashed an ad campaign that’s all but naming Riyadh Air as the new kid copying all their answers. Subtle? Not really. But it certainly gets the point across, and it looks like this might just be the first of several digs. Buckle up, folks!

Qatar Airways Accuses Riyadh Air of Being a Copycat

Today, Qatar Airways kicked off a snappy ad blitz with a little statement that’s as much about laughs as it is about side-eyeing a certain competitor. Titled “they say laughter is contagious, well apparently so are our great ideas,” the ad wishes everyone a jolly “happy World Laughter Day.”

Picture this: In a brisk 30-second spot, a man sporting a distinctive purple tie is holding court at a press event, enthusiastically declaring, “we’re revolutionizing the industry, we’re future-focused, brimming with innovation, and at the cutting edge with new tech…” Meanwhile, a whisper wafts over to your ears: “but hasn’t Qatar Airways already done this?” As if on cue, a voiceover chimes in, reminding everyone, “there’s a reason why we’ve been voted world’s best time and again.”

Now, the average jet-setter might miss the nuance, but it’s pretty clear which direction the ad is flying towards—right at Riyadh Air, with a wink towards their CEO, Tony Douglas, who once served as CEO over at Etihad.

For those squinting at their screens: yes, that purple tie is a sly nod to Riyadh Air’s brand colors. Although if they were really after the full Douglas look, they could’ve amped up the outfit with something a tad more flamboyant. And as for all that talk of innovation? It could practically be read off Riyadh Air’s press releases.

More Hits Expected… Stay Tuned!

This ad marks the most direct shot Qatar Airways has fired across Riyadh Air’s bow to date, yet it seems we’re just at the beginning of what promises to be a lively exchange of not-so-subtle shade.

These aren’t the first competitive jabs, though. In a previous instance, when Riyadh Air rolled out its latest fancy Boeing 787 cabins, Qatar Airways serendipitously posted about its superior business class the very same day. Blame it on coincidence or not, timing is everything.

But why is Qatar Airways seemingly rattled by Riyadh Air? More so than they are with, say, Emirates? As Riyadh’s top honcho, Douglas vociferously pointed out, the bulk of premium fliers on Qatar Airways are actually Saudi nationals. He dubbed this scenario as “haram,” dismissing it as utterly unacceptable. The implication? Riyadh Air is keen on reclaiming its native travel flock under its own national banner once it takes off.

While Emirates sees a steady stream of Saudi passengers too, Dubai’s charm as a leisure hotspot means Saudi travelers are only the third largest group there.

My Thoughts: Pass the Popcorn

As someone who enjoys a bit of corporate drama, I’m sipping my tea with delight. And while competition spices things up for us consumers, make no mistake, Qatar Airways might just hit the market hard with tempting offers the moment Riyadh Air enters the arena.

In this game of marketing chess, Qatar Airways seems to be saying, “imitation is the sincerest form of flattery,” whereas Emirates might be all, “a lion doesn’t lose sleep over the opinion of sheep.” It’s a rivalry that’s bound to entertain and excite.

Bottom Line

Qatar Airways has launched a strategic campaign aimed squarely at Riyadh Air, mocking the ambition to innovate with a reminder that Qatar’s already been there, done that. With a hefty chunk of its passengers coming from Saudi Arabia, expect this airline rivalry to only get spicier as things unfold.

Your Take? What do you think of Qatar Airways’ latest under-the-radar, yet not-so-under-the-radar ad campaign? As we watch their next moves, I’ve got my own plans to escape to the serene snowy slopes of Val Seny ski resort. Who’s with me?