Sama 2.0
Qatar Airways introduced Sama 2.0, an AI cabin crew member who guides passengers through the QVerse platform, unveiling her as a hologram on the airline's stand at ITB Berlin. The airline has since used her as a digital brand face, and added Arabic to her at Arabian Travel Market in 2025.
- The brief
- Travellers and trade visitors at ITB Berlin, for an airline building a digital layer to its service.
- The idea
- Qatar Airways unveiled Sama 2.0, a virtual flight attendant powered by AI that walks passengers through its QVerse platform, as a hologram on its ITB Berlin stand.
- What to borrow
- A recurring digital character gives an airline's tech features one consistent face that can travel from trade shows to apps.
| Brand | Qatar Airways |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | digital, on-ground |
| Source | Gulf News |
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| Emarat | Travel With EmaratIntegrated campaign · 6 Jun 2024 | Integrated campaign | – | 6 Jun 2024 |
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| Weyay | WeyayLaunch · 19 Jan 2022 | Launch | R/GA London | 19 Jan 2022 |
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| Emirates | Travel RehearsalExperiential · 4 Sep 2026 | Experiential | – | 4 Sep 2026 |
| Mall of Qatar | Shop, Win & StyleIntegrated campaign · 3 Sep 2026 | Integrated campaign | – | 3 Sep 2026 |
| Careem | Order from 'the other guys'Digital/social · 1 Sep 2026 | Digital/social | – | 1 Sep 2026 |
| Etihad Airways | Beyond BordersIntegrated campaign · 31 Aug 2026 | Integrated campaign | – | 31 Aug 2026 |
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| Al Balad Development | Al Ittihad Club platinum sponsorship activationSponsorship activation · 8 Aug 2026 | Sponsorship activation | – | 8 Aug 2026 |
| Mall of Qatar | Hala Summer 2026 at Mall of QatarSponsorship activation · 27 Jul 2026 | Sponsorship activation | – | 27 Jul 2026 |
| Visit Dubai | A Dubai InviteIntegrated campaign · 23 Jul 2026 | Integrated campaign | – | 23 Jul 2026 |
More from Qatar Airways
| Campaign | Type | Agency | Date |
|---|---|---|---|
| QVerse Island in FortniteDigital/social · 10 Feb 2026 | Digital/social | – | 10 Feb 2026 |
| The Qatar Airways Creative 100Integrated campaign · 27 Oct 2025 | Integrated campaign | – | 27 Oct 2025 |
| Premium Experience with Deepika PadukoneAd film · 1 Mar 2023 | Ad film | – | 1 Mar 2023 |