ISLAMABAD: Pakistan International Airlines (PIA) issued an apology on Friday for a controversial advertisement marking its return to Paris after the European Union lifted a safety ban on the airline.
The advertisement, posted on PIA’s social media platforms, featured an image of a plane seemingly flying toward the Eiffel Tower with the caption: “Paris, we’re coming today.” The post drew significant criticism online, with many likening the imagery to the 9/11 attacks in New York, where planes hijacked by Al-Qaeda terrorists were flown into the Twin Towers, killing nearly 3,000 people.
“Unfortunately, this was blown out of proportion with connotations and perceptions that were not intended,” PIA spokesperson Abdullah Khan told AFP. “It might have triggered some negative emotion, for which we truly apologise.”
Backlash and Inquiry
The ad faced a wave of backlash, garnering around 60,000 to 70,000 negative reactions online—accounting for less than 10% of total engagement, according to PIA. Critics questioned the marketing strategy, with one user commenting, “Is this [an] advertisement or threat?”
Deputy Prime Minister and Foreign Minister Ishaq Dar revealed during a Senate session that Prime Minister Anwaar-ul-Haq Kakar had ordered an inquiry into the ad, describing it as “stupidity.” PPP Senator Sherry Rehman also criticized the campaign.
Despite the controversy, PIA emphasized that the overall response to its return to Europe had been overwhelmingly positive, with flights operating at over 95% capacity.
PIA’s Response
In a statement to Dawn.com, PIA acknowledged the negative reactions but attributed much of the backlash to a “smear campaign” from across the border. The airline claimed that the ad’s collective reach was 30 million, with 755,000 reactions, of which only 10% were negative.
“The connotations and perception that arose quite frankly were never perceived in that way by anyone,” the statement said. “However, if it has triggered any negative emotions, we would like to sincerely apologise.”
Background and Challenges
PIA has faced significant challenges in recent years. In June 2020, the airline was banned from flying to the European Union, United Kingdom, and United States after an Airbus A-320 crash in Karachi killed nearly 100 people. The tragedy exposed safety lapses, including allegations of fake pilot licenses.
The European Union Aviation Safety Agency lifted its ban in November 2024, citing restored confidence in Pakistan Civil Aviation Authority’s oversight capabilities. However, PIA remains barred from flying to the UK and US.
The airline continues to operate domestically and internationally, including routes to the Gulf and Southeast Asia. Despite its turbulent history, PIA’s management remains hopeful about rebuilding its reputation and restoring confidence among passengers.
