Doha: Chery, a Chinese auto brand has won the advertising spot of the Torch Doha with a high bid which will be continuously lit up in Qatar according to a media company communique. This is not only the debut of a Chinese auto brand in Qatar’s landmark, but also make Chery the longest-running advertiser for outdoor advertising on the Torch Doha.
As the tallest building in Qatar, the Torch Doha is a national landmark constructed for the Asian Games Doha. Next to the Torch Doha is the Khalifa International Stadium, an upgraded 68,000-seat stadium that will host all eight matches of this year’s World Cup, including the group stage and eighth-finals, as well as the 3rd place match. Obviously, the landmark of the 317-meter-tall Torch Doha becomes a prime spot for advertising.
In addition, Chery also plans to bid for dozens of all-weather CBD advertising spot, and LED advertising screens on the main roads in Doha, so that Chery’s presence is everywhere. According to the news, the action of Chery to light up the landmark is not only limited to Qatar, , but also the landmarks of many countries in the Middle East that are of great concern.
Signing with Qatar Airways, Chery becomes the official designated vehicle and has served the Doha Airport. Although there is no shortage of tycoons in the rich Middle East market, it is still slightly surprising if all these overpriced advertising spots are won by Chery.
It is certain, however, that Chery is indeed preparing big moves during the World Cup. Just a few days ago, Chery signed a contract with Qatar Airways, becoming the official designated vehicle of Qatar Airways during this World Cup, not only for transporting passengers from Doha Airport, but also for providing travel services for the media from some countries. Some netizens also showed their rides at Doha Airport through social media with the World Cup sticker. Meanwhile, Chery’s advertisement has been displayed at Doha International Airport.
According to all indications, Chery will indeed take advantage of the Event to carry out various activities to fully demonstrate the brand image and product strength of Chery. On the one hand, as Chery is the first Chinese automobile brand to embark on the journey of internationalization, it has maintained a leading position in terms of export for 19 consecutive years and Chery’s products have been sold in more than 80 countries and regions around the world, with the accumulated vehicle ownership exceeding 10 million.
While the Middle East market has always been an important strategic location for Chery, and Chery has already made remarkable achievements in Qatar, Saudi Arabia, Iraq and other places. As such, the big event is both a global sports event and a bridge for the Middle East to have more communication with the world; meanwhile, by taking the World Cup as an opportunity, Chery’s internationalization process will also come into a new period of rapid development.
On the other hand, Chery has built its brand connotation with the four dimensions of technology, green, public welfare and fashion, and its products have won the support of an increasing number of young users. While embracing user needs, Chery has been integrating with cultures around the world through the global sport of football, including sponsorship of major tournaments, the launch of football-themed public welfare activities, so as to actively cater to the preferences of users. Based on such a corporate culture, Chery has become a perfect match for the big events.
Regardless of the speculation, it is certain that Chery is currently in the rising period, and it is not surprising to make big actions during the event. However, the ultimate answer will still be left to time for revealing, when the World Cup is approaching. We will look forward to the moment when Chery lights up the landmark and make the ‘dazzling’ debut.
