Pakistan International Airlines (PIA) is navigating turbulent waters following the release of a promotional graphic that many have deemed insensitive and poorly conceived.
The advertisement was intended to highlight the airline’s renewed twice-weekly flights from Islamabad to Paris but instead sparked widespread outrage on social media.
Posted on January 10, the graphic features a PIA passenger jet flying ominously towards the Eiffel Tower, accompanied by the tagline: “Paris, we’re coming today.”
This imagery quickly drew parallels to the 2001 terror attacks on the World Trade Center, with social media users expressing their dismay. Comments like “Fire your marketing manager” and “Who thought this ad was a good idea?” flooded platforms, criticizing the airline for its apparent lack of sensitivity.
Prominent figures, including Omar Quraishi, a former media adviser to Pakistani politician Bilawal Bhutto Zardari, expressed their disbelief on social media.
“Did the airline management not vet this? Did the idiot who designed this graphic not see a PIA plane heading for the Eiffel Tower?” he questioned, calling the situation “truly speechless.”
In response to the backlash, Prime Minister Shehbaz Sharif has reportedly ordered an inquiry into the marketing team’s approval process for the ad.
Critics have emphasized the need for better oversight in the airline’s promotional strategies, particularly given the sensitive nature of airplane imagery in relation to historical terror events.
Despite the controversy, the first flight from Islamabad to Paris in over four years successfully touched down on January 11. PIA announced on its social media platform that a special plane adorned with “commemorative decals” was used for this flight, which was met with a warm reception from airport staff in Paris.
This incident is not the first controversy surrounding PIA in recent years. The airline has faced criticism for its handling of pilots’ qualifications and the appearance requirements for cabin crew, highlighting ongoing challenges within the state-run airline. As PIA grapples with its public image, this latest faux pas serves as a reminder of the importance of thoughtful marketing in a sensitive global landscape.