Qatar Airways Launches ‘Goal For Difference’ Activation in Celebration of the 2018 FIFA World Cup RussiaTM


Posted by Sade Williams


Qatar Airways has announced the launch the global on-ground activation ‘Goal For Difference’ in nine countries around the world, to further celebrate the 2018 FIFA World Cup RussiaTM and support Education Above All Foundation’s Educate A Child (EAC) Programme, which now has partnership commitments in place to provide access to quality primary education for more than 10 million of the most marginalised and hardest to reach children in 50 countries around the world.


‘Goal For Difference’ is an on-ground activation being carried out in several key destinations globally, including: Australia, India, Iran, Turkey, Morocco, Malaysia, Kuwait, Oman, and the USA. Hosted at popular locations in each destination, including the Oberoi Mall in Mumbai, Chadstone Shopping Centre in Melbourne and Marina Mall in Kuwait, participants will engage in a virtual penalty shootout game, with players who score at least two out of three goals entered into an online draw for a chance to win round-trip Economy Class tickets to any Qatar Airways destination.


The ‘Goal For Difference’ activation took place between 21 and 25 June in Iran, Turkey, Malaysia and the USA, and will take place between 28 June and 1 July 2018 in the remaining destinations.


The initiative leverages the airline’s groundbreaking sponsorship deal with FIFA, for which the award-winning airline is the Official Partner and Official Airline until 2022.


The partnership, one of the biggest sporting sponsorships in the world, gives Qatar Airways extensive marketing and branding rights at the 2018 FIFA World Cup Russia™ and the 2022 World Cup Qatar™, with an expected audience reach of more than two billion people per tournament.


Commenting on the initiative, Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, said: “I am extremely pleased that this activation merges two wonderful initiatives: sports and education. By launching the ‘Goal For Difference’ activation globally, not only are we celebrating the 2018 FIFA World Cup RussiaTM, but we are also contributing to an incredibly admirable cause, Educate A Child.


“EAC and its strong partnership network have already helped more than 6.6 million children to overcome barriers to education such as extreme poverty, cultural challenges, conflict and insecurity, and challenging geographies. EAC strives to achieve individual and social outcomes for these children, their communities and ultimately, a more sustainable world for us all.”


Participants can post images of themselves and others participating in the activation on a special microsite, to enable sharing on their social media platforms. To access the microsite, please click here:


The award-winning airline has captured the excitement of the tournament by launching its new 2018 FIFA World Cup RussiaTM campaign last month, featuring a re-recording of the classic song ‘Dancing in the Street’ sung by renowned singer and TV star Nicole Scherzinger. The upbeat TV commercial has seen tremendous global success, with more than 20 million views across the airline’s social media platforms, including Facebook, Twitter, Instagram and YouTube.


Qatar Airways has been a proud supporter and partner of Education Above All Foundation, through EAC since 2013, and we continue to support them today by giving others the opportunity to help out of school children reach for the sky.


Qatar Airways encourages passengers to donate in support of the Educate A Child programme through different methods, including online when booking a flight on Qatar Airways’ website, as well as using the on-board donation envelopes that are collected by the cabin crew. Additionally, the airline’s in-flight entertainment system, Oryx One, as well as Oryx Magazine and the airline’s popular social media networks are all utilised to promote and create awareness about the Educate A Child programme and its beneficiaries, the children.


The airline is also the Official Airline Partner of the FIFA Club World Cup™, the FIFA Women’s World Cup™, the FIFA Under-20 and Under 17 World Cups™, the FIFA Beach Soccer World Cup™, and the FIFA Interactive World Cup™.


The award-winning airline has received a record number of accolades recently, including ‘Airline of the Year’ by the prestigious 2017 Skytrax World Airline Awards, which was held at the Paris Air Show. This is the fourth time that Qatar Airways has been given this global recognition. In addition to being voted Best Airline by travellers from around the world, Qatar’s national carrier also won a raft of other major awards at the ceremony, including ‘Best Airline in the Middle East’, ‘World’s Best Business Class’ and ‘World’s Best First Class Airline Lounge’.


Qatar Airways recently revealed a host of upcoming new global destinations, including the announcement that it will be the first Gulf carrier to begin direct service to Luxembourg. Other exciting new destinations to be launched by the airline include Tallinn, Estonia; Valletta, Malta; Langkawi, Malaysia and Da Nang, Vietnam.

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