ISLAMABAD — On Thursday, Pakistan International Airlines (PIA) defended its recent advertisement depicting a plane approaching the Eiffel Tower, clarifying that it was not meant to recall the tragic events of September 11.
The advertisement, which features the Eiffel Tower superimposed with the French flag and the slogan “Paris, we’re coming today,” was shared on X on January 10, coinciding with PIA’s return to flights within European Union nations after a four-year hiatus mandated by the EU’s aviation safety authority.
The ad faced swift backlash from social media users, prompting Pakistan’s Prime Minister to request an investigation into the matter. Deputy Prime Minister Ishaq Dar criticized the advertisement as an instance of “stupidity.”
PIA spokesperson Abdullah Hafeez stated on Thursday that the intention behind the advertisement was solely to celebrate the airline’s resumption of services to Europe, and it was not aimed at offending victims of the 9/11 attacks or their families. Hafeez expressed surprise at the harsh reactions but offered an apology to anyone who felt aggrieved by the ad.
“We want to make it clear that we had no intention to hurt the feelings of anyone,” Hafeez clarified. He also mentioned that the inclusion of the Eiffel Tower was symbolic, as it is one of the most recognizable landmarks in the world.
PIA had experienced significant restrictions after a 2020 incident where a PIA flight crashed in Karachi, claiming 97 lives. In the aftermath, then-Aviation Minister Ghulam Sarwar Khan revealed that an investigation indicated that a substantial number of Pakistani pilots had been dishonest in their examinations. Further inquiry determined that pilot error was a key factor in the accident.
Due to these restrictions, PIA faced an estimated loss of nearly $150 million annually. Notably, Pakistan has connections to the September 11 attacks; Khalid Sheikh Mohammed, one of the masterminds, was apprehended there in 2003, and Osama bin Laden was killed in a U.S. raid in the country in 2011.
