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Emirates debuts US$15m campaign celebrating Dubai hub

Emirates has launched a US$15 million campaign in a bid to inspire travel and promote the airline’s extensive network of global destinations including its home and hub, Dubai.

The ad spot utilises camera work which transitions between key destinations and Emirate’s onboard features, culminating in Dubai. This is coupled with a soundbite on Emirates connecting the world through Dubai. In a press statement, Emirates explained that this is reminiscent of a visual storytelling style that shows “a picture within a picture”. The campaign is also backed by British rock band Queen’s “Don’t stop me now” song.

Since its launch on Facebook yesterday, the ad spot garnered 125,024 views, over 7,900 reactions and 792 shares at the time of writing.

The press statement added that the campaign will run in key markets around the world. It was conceptualised and scripted in-house and shot by award winning director Vaughan Arnell. Meanwhile, the “no-cuts” continuous camera transitions were supported by CGI work from MPC in London.

According to Boutros Boutros, Emirates’ divisional senior vice president for corporate communications, marketing and brand, Emirates and Dubai have always been “inextricably linked”.

“Since day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors,” Boutros added.

He explained that the Queen soundtrack and creative approach was chosen to be uplifting and energetic, to remind people of the excitement of travel.

“At Emirates we believe that people, regardless of their backgrounds, have a strong desire to travel and experience the world for themselves. They want to be inspired, to discover, and to have fun,” Boutros said.

Marketing has reached out to Emirates for additional comment.

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