Pakistan International Airlines (PIA) issued an apology on Friday after sharing an ad featuring a plane near the Eiffel Tower in Paris. The advertisement was intended to promote PIA’s first flight to Paris after European authorities lifted safety bans. It showed the plane approaching the iconic landmark with the caption, “Paris, we’re coming today.”

Public Backlash and Comparisons to 9/11

However, the ad quickly faced backlash, with many social media users comparing it to the tragic 9/11 attacks. In 2001, Al-Qaeda hijacked planes that crashed into the Twin Towers in New York, killing more than 3,000 people. This comparison sparked outrage online, leading to significant criticism of PIA.

PIA’s Apology and Clarification

In response, PIA issued a statement clarifying the ad’s intent. Spokesman Abdullah Khan explained, “Unfortunately, this was blown out of proportion with connotations and perceptions that were not intended. It might have triggered some negative emotion, for which we truly apologise.” This statement aimed to address the concerns and defuse the situation.

Political Leaders Criticize the Ad

Furthermore, political leaders weighed in. During a Senate session, Deputy Prime Minister Ishaq Dar condemned the ad, stating, “It’s stupidity to show the Eiffel Tower and a plane close together, facing it. A better design would have shown the plane flying above or in a different direction.” In light of this, Prime Minister Shehbaz Sharif ordered an inquiry into the controversial ad.

PIA Defends Its Campaign

Despite the criticism, PIA defended its campaign, arguing that it was overall successful. According to a spokesperson, “PIA’s Paris campaign involved TV, radio, and print ads. All were received positively, resulting in great reach and increased flight bookings.” This suggests that the ad did help boost interest in the airline’s flights to Paris.

Negative Reactions Linked to Smear Campaign

Moreover, PIA claimed that the negative reactions were exaggerated. The spokesperson added, “The total collective reach of this ad alone is 30 million now, with 755,000 reactions. Only 10% were negative. The negative reactions were triggered by a smear campaign from across the border.” Thus, the airline pointed to external factors contributing to the backlash.

PIA Resumes Flights to Europe After Ban

Finally, it’s important to note that PIA had been banned from flying to the European Union in 2020 following a fatal crash in Karachi. Since the ban was lifted, the airline has resumed flights to Europe, including to Paris, marking a positive development for the airline’s international operations.