ISLAMABAD: Pakistan International Airlines (PIA) has issued an official apology following a controversial advertisement that depicted a plane heading toward the Eiffel Tower.
The image, posted on PIA’s official X (formerly Twitter) account, was intended to celebrate the airline’s resumption of direct flights to Paris after a four-year hiatus.
However, the ad quickly drew a wave of criticism, with many social media users accusing it of evoking disturbing imagery reminiscent of the 9/11 attacks on the United States.
How it all started?
The advert, which featured the words “Paris, we’re coming today” alongside the image of the plane aimed directly at the famous French landmark, was posted on January 10, 2025.
PIA intended to use the ad as a symbol of the airline’s return to Europe after the European Union Aviation Safety Agency (EASA) lifted a safety ban on Pakistani airlines, including PIA, that had been in place since 2020. This was after the tragic crash of a PIA flight in Karachi, which led to revelations of widespread issues with pilot certifications.
However, the promotional image’s portrayal of a plane heading towards a landmark with the caption “Paris, we’re coming today” immediately sparked outrage online. Many social media users pointed out the striking resemblance to the horrific events of 9/11, when planes hijacked by terrorists struck the World Trade Center in New York and the Pentagon in Washington D.C., killing nearly 3,000 people. A particularly strong criticism came from a user who wrote, "Is this a threat?" drawing further comparisons between the ad and the tragic event.
Omar Quraishi, a former media adviser to Pakistani politician Bilawal Bhutto Zardari, expressed his astonishment at the decision to approve such an ad. He took to social media, saying he was “truly speechless” that the graphic had made it to publication without scrutiny. The backlash continued, with many users questioning the poor judgment behind the design, while some even joked that “Paris must be on high alert by now.”
In response to the public uproar, PIA spokesperson Abdullah Khan issued a statement saying that the airline did not intend to cause any distress with the ad. “Unfortunately, this was blown out of proportion with connotations and perceptions that were not intended,” Khan told AFP. “It may have triggered some negative emotions, for which we truly apologise.”
PM orders inquiry
The controversy escalated to the political stage when Pakistan’s Prime Minister Shehbaz Sharif ordered an inquiry into how the advertisement had been approved for publication. Finance Minister Ishaq Dar called the ad “stupidity” during a parliamentary session, calling for accountability regarding the decision to publish the graphic. Dar also suggested that the marketing team could have presented the ad in a different manner, such as showing the plane flying above the Eiffel Tower instead of directly towards it.
PIA resumes Paris flights
Despite the backlash, the resumption of PIA’s flights to Paris has been generally well-received. The first flight, PK-749, took off from Islamabad on January 10 with 330 passengers on board, marking the airline’s return to European skies after more than four years.
The flight was fully booked, and PIA is optimistic that demand will remain high, particularly from the large Pakistani diaspora in France. The airline also hopes the renewed connection to Paris will help improve its image, tarnished by multiple safety scandals in recent years.
PIA, which operates under heavy financial strain, is focusing on modernising its fleet and expanding its network. The airline recently reintroduced refurbished aircraft to meet international safety standards, and is making efforts to improve its on-time performance. Additionally, PIA is planning new routes to other European destinations, with the UK potentially included in the expansion in the near future.
The apology over the Eiffel Tower advert and the subsequent inquiry underscore the pressure PIA is under to improve its public image. This latest controversy only adds to the airline’s ongoing struggles with its reputation.
In 2019, PIA was embroiled in a scandal involving its cabin crew's weight limits, and in 2017, the airline made headlines when staff performed a sacrificial ritual on the tarmac.