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Qatar Foundation, Qatar Airways And Doha Asian Games Organising Committee Kick Start Charity Drive

Doha, QATAR – Qatar Foundation, Qatar Airways and the Doha Asian Games Organising Committee (DAGOC) have today unveiled the official charity logo that will drive their new fund-raising campaign, ‘Reach Out To Asia’ for the underprivileged and disadvantaged across Asia.

The striking lime and burgundy logo features a montage of images depicting money, housing, food and education that will be emblazoned across all collateral to promote the charity initiative which was announced in Doha last month.

Created in a sequence, the logo charts the story of how money is used to buy books and prepare children for the skills of life, as well as create a safe housing environment with the ultimate aim of helping individuals become self-sufficient and give them a bright future to look forward to. Doha-based design agency Fitch developed the logo concept and created the new identity.

Over the next few weeks and months, the three organisations will work collectively to drive the fund-raising campaign, which will involve high-profile events in Doha, including charity concerts and exclusive gala dinners attracting personalities from the world of showbusiness, royalty, sports and politics.

‘Reach Out To Asia’ has been put together under the auspices of Her Highness Sheikha Mayassa bint Hamad bin Khalifa Al Thani. The inaugural charity dinner, headlined by Canadian rock star Bryan Adams in Doha next month will take place under the patronage of The Heir Apparent His Highness Sheikh Tamim bin Hamad bin Khalifa Al Thani – who is also chairperson of the Asian Games – and Her Excellency Sheikha Jawaher bint Hamad bin Sohaim Al Thani.

Adams will be special guest at the launch event, a gala dinner taking place at the Ritz Carlton Hotel in Doha on November 16. The talented singer will return to Doha early next year to perform a live charity concert on February 1.

The charity dinner will also be attended by His Highness Sheikh Hamad bin Khalifa Al Thani, Emir of Qatar, and his wife, Sheikha Mozah bint Nasser Al Missned.

Doha-based Qatar Foundation will run and manage ‘Reach Out to Asia’ in line with the Foundation’s mission to promote education, science and community development in Qatar.

Qatar Airways, the national airline of the State of Qatar, and official partner of the Asian Games Doha 2006, currently operates an extensive network of flights across Asia. In supporting the ‘Reach Out To Asia’ charity drive, the airline is committed to give back to communities of the countries it flies to.

In the run-up to the 15th Asian Games, Qatar Foundation and its partners are extending the hand of friendship and help to the many countries across Asia which have, and still are, experiencing serious social difficulties in terms of poverty, inadequate healthcare, homelessness, disease and natural disasters, such as last year’s devastating tsunami.

Social issues, such as HIV, blindness and poverty will be the focus of the ‘Reach Out To Asia’ campaign, which will also involve active participation from children of all ages and nationalities from schools and colleges across the State of Qatar.

Sheikha Mayassa bint Hamad bin Khalifa Al Thani said the launch of the new logo reflected the commitment of the three organisations involved in the charity drive to make the campaign a long-term initiative.

“Reach Out to Asia is the best way to show compassion to the 45 participating countries in the Asian Games, and to encourage the involvement of the Qatari community for Doha’s largest sporting event,” she said.

“By working together we are pledging to bring a ray of light into the hearts and minds of those in need and provide just a little something to ease their pain and suffering.”

Qatar Airways Chief Executive Officer Akbar Al Baker added that the airline was honoured to be involved in such an important charity initiative that will be an event to remember.

“It is extremely pleasing to see three key partners using their leverage to drive this important cause,” he said.

“A united effort will bring the best out of us as we push forward towards this extremely worthy cause for what promises to be one of the biggest, if not the biggest, charity drive ever seen in Qatar and indeed in the Middle East.”

Doha-based Qatar Airways will operate a fleet of 110 aircraft by 2013 – almost double the existing size. Qatar Airways has ordered 80 Airbus A350s, 60 Boeing 787s and 32 Boeing 777s, with deliveries of the latter having started in November 2007. The airline is a launch customer of the twin-deck Airbus A380 ‘super jumbos’ with five aircraft on order and scheduled for delivery from 2010. Qatar Airways moves to the New Doha International Airport in 2010, when the first phase of the new facility opens. For more information, visit www.ndiaproject.com

Qatar Airways is one of only six airlines in the world with a Five Star ranking for service and excellence awarded by Skytrax, the independent aviation industry monitoring agency. Skytrax also named Qatar Airways’ cabin crew as Best in the Middle East for the fifth year running in 2007 following a survey of more than 15 million passengers worldwide. For more information, log onto www.qatarairways.com

Qatar Airways Corporate Communications
Tel: +974 4496956, Fax: +974 4620132
E-mail: qrmedia@qatarairways.com.qa

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