Emirates takes flight with new PR agency for SEA

Emirates has named Ruder Finn Era as its public relations agency of record for Southeast Asia (SEA), following a competitive multi-agency pitch involving several top regional players.

The remit spans integrated communications support across Indonesia, the Philippines, Malaysia, Thailand and Vietnam, covering both Emirates’ consumer travel and B2B cargo divisions.

As part of the mandate, Ruder Finn Era will drive communications strategy and execution aimed at strengthening brand affinity and cultural relevance in the region. This includes corporate storytelling, local market insights, reputation management, and stakeholder engagement.

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“As a region, SEA is one of the most diverse and dynamic business landscapes in the world. As a Skywards member myself, the team and I are very proud to support Emirates, a brand that sets the global standard for excellence in air travel. Together, we will help stories travel across borders and leave a lasting, memorable impact," said Anthony Larmon, managing director at Ruder Finn Era. 

MARKETING-INTERACTIVE has reached out for more information. 

The appointment comes at a time when Emirates is deepening its investment in the region. Earlier this year, the airline launched its first Emirates World retail store in Singapore, as part of a strategic push to enhance customer engagement in one of Southeast Asia’s most competitive aviation markets.

Positioned as part of the airline’s evolving retail strategy, the Singapore flagship blends physical interaction with digital innovation. The space includes interactive installations, a selfie mirror with virtual destination backdrops, and Emirates’ upcycled product line, crafted from aircraft materials, on display for the first time in Singapore. According to Emirates, the move reflects consumer insights pointing to a continued preference for in-person travel planning, especially for luxury and long-haul experiences.

The new appointment also follows Ruder Finn’s acquisition of Southeast Asia-based consultancy Era Communications, expanding its direct presence into Thailand, Vietnam, Cambodia, Laos, and Myanmar. The move builds on its existing operations in Singapore and Malaysia, reinforcing its position as a leading independent comms player in the region.

Founded in 2015, Era Communications has been recognised for its sharp local insight and strategic communications capabilities across ASEAN’s emerging markets. The 90-person agency now operates under the brand name Ruder Finn Era.

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