Nat Geo takes off with Emirates

National Geographic Channel has launched a travel feature designed for Emirates as part of an integrated marketing campaign titled Be There.

The travel feature is a series of vignettes about seven Emirates ‘Globalistas’ and is at the centre of the Be There campaign, with additional complementing on-air marketing and social media elements.

Emirates Globalistas are staff members of the airline who were chosen to travel the world and present their discoveries about their diverse passions, from music, food, fashion to adventure, on a six-month journey around the world. The campaign runs exclusively with National Geographic Channel for eight months.

Hailing from different countries and backgrounds, the Globalistas were chosen for their passion for travel as a way to enrich their lives. The Globalistas include members of Emirates cabin crew and customer service, an IT project manager, a training specialist, and a pilot — each on their own adventure to find personal epiphanies on their travels, celebrate their passions and doing as locals do at each destination.

“We have found a likeminded partner in NGC, which has given the stories of our Globalistas a real voice,” said Boutros Boutros, divisional senior vice president – corporate communications, marketing and brand at Emirates.

Through their travels, the Emirates Globalistas in Be There explore fashion, food, music, adventure, extreme sports and local culture in different parts of the world and share their experiences through videos and photos they post on

Be There runs exclusively on NGC in the US, United Kingdom, Africa, Middle East, Southeast Asia, Australia and New Zealand, and India, promoting Emirates with compelling stories of human connection.