Emirates Invites Travellers to “Fly Better”
New ad Campaign directed by Michael Gracey to go on air on 1st
November
Showcases inflight
entertainment with dance styles ranging from Bollywood to Hip Hop
Mumbai: Emirates, one of the
world’s most awarded airlines for its industry-leading services, invites global
travellers to “Fly Better” with the launch of its bold new brand promise. “On 25th October 1985, Emirates
flew its first customers from Dubai to Karachi. While the airline has grown
exponentially since, our promise to customers remains unchanged - flying
Emirates means enjoying a better flying experience,” said Sir Tim Clark,
President Emirates Airline.
“The drive to innovate and ‘be better’ is
hardwired into Emirates’ DNA, and this enables us to deliver air travel
experiences that are comfortable and enjoyable in every cabin class, time and
again. Emirates was the first to introduce personal screens in every seat
in every class, we led the way for better international telephone and Wi-Fi
services onboard, we pioneered private suites in first class, brought bars and
shower spas onboard, and we continue to introduce game-changing products like
virtual windows. Now, we are affirming that superiority and inviting travellers
to “Fly Better” with Emirates,” said Boutros Boutros, Emirates’ Divisional
Senior VP, Corporate Communications, Marketing and Brand.
The new Emirates campaign launches on 1
November with a snazzy ad
spot that showcases the airline’s award-winning inflight
entertainment system ice and its diverse offering. Directed by
Michael Gracey whose previous work includes the hit musical ‘The Greatest
Showman’, the ad spot takes viewers on a fantastical journey as a cabin crew
member morphs into an energetic dancer – transitioning between different dance
styles from Bollywood to Hip Hop, representing the superior and diverse range
of content on ice. The spot ends with Emirates’ trademark light
humour.
A second ad spot that promotes Emirates’
extensive network of global destinations will run concurrently. This second ad
takes us across the world to the tune of a catchy song composed specifically
for the campaign. The campaign was created in-house by
Emirates’ head of brand, Richard Billington. The ice ad spot
will debut on television from 1 November on the popular entertainment show ‘The
X Factor UK’, and both ad spots will subsequently air across Emirates’ key
markets across the GCC, in the UK, France, Germany, and the USA. In addition to traditional advertising and
digital platforms, the new “Fly Better” brand promise will also be rolled out
across Emirates’ sponsorships and events portfolio.
The first “Emirates Fly Better” in-stadium
branding will be unveiled at the Meydan racecourse in Dubai from 1 November, in
time for the start of the racing season. This will be followed by global
exposure via the on-field perimeter billboards at the much-anticipated Arsenal
vs. Liverpool football match on 3 November.
On 11 November, Emirates-sponsored team AC
Milan will also debut Fly Better for the first time on their team jerseys, in
their highly-anticipated Serie A match against rivals Juventus.
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