Qatar, the world’s wealthiest country in 2018 according to gross national income per capita, has launched an extensive campaign to increase tourism numbers to diversify the country’s oil-dependent economy.

Grid Worldwide co-CEO Adam Byars said the Johannesburg-based agency bid for the Qatari contract after they designed a logo for Qatar’s tourism agency in 2014, alongside South African advertising agency TBWA. After taking part in several global pitches, including one in London, Grid was awarded the contract to promote Qatar as a destination. Learn More