The campaign, created by Souk360, is called 'Surprise Me' and features digital ads that target long-haul travellers across Europe, running until 30 September.
Media buying is being handled by Unique Digital.
The campaign teases consumers with tourism images from Melbourne and of luxury services available with Qatar Airways. It asks questions such as "Do you know the most luxurious way to get to Melbourne?"
The ads do not reveal the campaign's brands until consumers click on the "surprise me" button.
Consumers are then taken to a microsite, www.qatarairwaysmelbourne.com, and invited to enter a competition. Consumers can also "send a surprising video" to friends by uploading a photo of a friend that will appear in a humorous video featuring golfing kangaroos.
The microsite also offers consumers the opportunity to win a holiday to Melbourne.