In January of last year, Qatar Airways introduced Sama, a human-digital stewardess who acts as an influencer and brand ambassador, and has begun this year by expanding its commitment to digital experiences with the launch of “QVerse Island”, a virtual version of Doha, the country’s capital, in the video game Fortnite with the intention of bringing the destination closer to players and young travelers.

The airline has recreated the city and its most recognizable places, including Hamad International Airport, in the video game universe by offering interactive experiences, games and contests. This provides a new way to explore Doha while opening a new way for users to connect with your brand experience.

As the company explained in a statement, the game begins at the airport where players can interact with Sama, a prominent figure on all Qatar Airways online platforms and who plays a fundamental role as a guide on QVerse Island; as well as with Qatar Airways digital cabin crew. Once on the island, users tackle various based challenges and missions guided by Sama, through Doha’s iconic locations.

The launch of the experience has been accompanied by a raffle for tickets to travel to the country with Qatar Airways through a sort of treasure hunt. From last February 7 until the end of March, players must look for a golden ticket, hidden in one of the corners of the island. Once the game launches a notification, a race against time begins to find it. Those who achieve it must take a screenshot of their game character with the ticket, and share it on social networks with the hashtag #FlyWithQR to be part of the draw.

With “QVerse Island” Qatar Airways seeks to connect with travelers at a time in the market in which travel intention is increasingly defined through various digital channels, such as social networks or immersive gaming environments. The company’s presence in Fortnite is part of a strategy to actively interact with users long before they look for their next trip.

The launch of “QVerse Island” is aligned with Qatar Airways’ commitment to digital experiences, both before and during the trip, which include Sama or the implementation of an on-board internet connection through Starlink. The company ensures that these types of initiatives reflect its commitment to creating a connected travel experience.