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Discuss this article (34 Comments)Emirates embarks on most expensive ad campaign
by This email address is being protected from spam bots, you need Javascript enabled to view it on Sunday, 27 September 2009
AIRLINE AD: Emirates' new campaign is directed by the four-time Emmy winner Michael Noval. (Getty Images)
Emirates Airlines has embarked on its most expensive TV and print advertising campaign as it aims to win new customers during the current global downturn.
The campaign – called Meet Dubai – is designed to capture the experience of living in Dubai from the perspectives of real people from many parts of the world who now call it home.
Kevin Sacre, from the UK soap opera Hollyoaks, is the only professional actor in the series of ads, serving as tour guide for his personal discovery tour of the city.
The 14 120, 60 and 30-second spots, directed by four-time Emmy winner Michael Noval and filmed in documentary style, represent Emirates’ single largest ad campaign investment to date, the company said in a statement.
The ads encompass much of what makes Dubai unique, including the souks and textile markets, trendy art galleries and fashion, restaurants, resorts and attractions like the Dubai Mall’s aquarium and the only indoors ski area in the Middle East, the statement added.
The ad campaign will air on TV outlets including CNN, CNBC, BBC World, Discovery Channel, Travel Channel, Google, Yahoo, ESPN and others, starting on September 27.
Boutros Boutros, Emirates divisional senior vice president, corporate communications, said: “Some may question our launching this massive ad campaign at a time of economic turmoil around the world but Emirates is confident that there is nothing more important than investing to win new customers. We believe it will surprise viewers and bust certain myths about Dubai.
“The ‘Meet Dubai’ campaign is a refreshing approach to advertising and, we believe, totally captures the essence of one of the most exciting cities in the world. People – our customers and our colleagues – are what makes Emirates successful, and likewise the unique story of our hub destination, Dubai, is best told through the people who call it home.”
READERS' COMMENTS
Disclaimer: The views expressed here by our readers are not necessarily shared by ArabianBusiness.com or its employees.
Emirates cabin service
Posted by Simon James, Dubai on Thursday 1 October 2009 at 14:15 UAE time
On the whole I find the cabin service satisfactory ..... with one notable exception. On a number of occasions I have pressed the call button with no result, even after re-calling many, many times. Admittedly the cabin crew do not know whether the call is from a nuisance passenger, or a child, or from someone who is ill, but they should always respond promptly. I have a friend who had a family member die in the toilet compartment from a heart attack. Upon investigation it was discovered that he had pressed the call button but no one responded. This was NOT on Emirates, but it could have been. I would ask the cabin crew training school to pick up on this matter.
Posted by Simon James, Dubai on Thursday 1 October 2009 at 14:15 UAE time
On the whole I find the cabin service satisfactory ..... with one notable exception. On a number of occasions I have pressed the call button with no result, even after re-calling many, many times. Admittedly the cabin crew do not know whether the call is from a nuisance passenger, or a child, or from someone who is ill, but they should always respond promptly. I have a friend who had a family member die in the toilet compartment from a heart attack. Upon investigation it was discovered that he had pressed the call button but no one responded. This was NOT on Emirates, but it could have been. I would ask the cabin crew training school to pick up on this matter.
Great?
Posted by Phil, Dubai, UAE on Thursday 1 October 2009 at 11:01 UAE time
Firstly, I cannot complain too much as I am lucky enough to be eligible for concessionary travel on Emirates.
However, when I am lucky enough to fly in Business, I am really taken aback by the poor service that full fare paying passengers are getting. This is not based on one flight, but over 16-18 flights in the last 3 years.
Cabin crew turnover has obviously been high in recent years, resulting in Pursers/Cabin Service Directors promoted early with a complete lack of thought and proactiveness. This, coupled with generally unattentive staff in the air and on the ground is really devaluing their brand.
One classic example was during a flight to Bangkok when unfortunately one passenger was unwell. Many other airlines would simply not have allowed this passenger on board the aircraft due to his medical condition. 1 1/2 hours into the flight the passenger collapsed. Now if this unfortunate event was to happen to any of your friends or family you would hope that the airline would get you on the ground to receive urgent medical attention as soon as possible. However, we continued circling 200 miles from Mumbai for another 1 1/2 hours before a decision was made to divert. The Purser was not confident in her role, the crew were like headless chickens throughout the experience, and the passengers were kept in the dark until a quick descent into Mumbai. On arrival at Mumbai there was a further delay before ground medical staff arrived.
The reason for the delay in getting on the ground - quotas on numbers of diverts by the airline per year, and the unwillingness of the captain to make a quick decision despite trained medical staff on board answering the call, attending to the sick passenger and suggesting urgent ground medical attention.
Unfortunately the passenger did not survive after being transferred to a hospital in India.
This sums up the service on Emirates flights nowadays. If plan A does not work, plan B and C may be out there somewhere but no one has the balls to make a decision, unfortunately in this case costing someone's life.
Posted by Phil, Dubai, UAE on Thursday 1 October 2009 at 11:01 UAE time
Firstly, I cannot complain too much as I am lucky enough to be eligible for concessionary travel on Emirates.
However, when I am lucky enough to fly in Business, I am really taken aback by the poor service that full fare paying passengers are getting. This is not based on one flight, but over 16-18 flights in the last 3 years.
Cabin crew turnover has obviously been high in recent years, resulting in Pursers/Cabin Service Directors promoted early with a complete lack of thought and proactiveness. This, coupled with generally unattentive staff in the air and on the ground is really devaluing their brand.
One classic example was during a flight to Bangkok when unfortunately one passenger was unwell. Many other airlines would simply not have allowed this passenger on board the aircraft due to his medical condition. 1 1/2 hours into the flight the passenger collapsed. Now if this unfortunate event was to happen to any of your friends or family you would hope that the airline would get you on the ground to receive urgent medical attention as soon as possible. However, we continued circling 200 miles from Mumbai for another 1 1/2 hours before a decision was made to divert. The Purser was not confident in her role, the crew were like headless chickens throughout the experience, and the passengers were kept in the dark until a quick descent into Mumbai. On arrival at Mumbai there was a further delay before ground medical staff arrived.
The reason for the delay in getting on the ground - quotas on numbers of diverts by the airline per year, and the unwillingness of the captain to make a quick decision despite trained medical staff on board answering the call, attending to the sick passenger and suggesting urgent ground medical attention.
Unfortunately the passenger did not survive after being transferred to a hospital in India.
This sums up the service on Emirates flights nowadays. If plan A does not work, plan B and C may be out there somewhere but no one has the balls to make a decision, unfortunately in this case costing someone's life.
Smart rip-off
Posted by Niaz Ahamed, Dubai, UAE on Wednesday 30 September 2009 at 14:20 UAE time
Firstly, hats off to emirates to provide decent quality service. I do agree with others who have raised complaints regarding the ground staff as i have had bad experiences as well.
However, i would like to bring to notice on Emirates - smart pricing strategy. I recently booked a ticket Melbourne to India on a so called "special offer" for travel during end of year and upon expiry of "special offer", i randomly checkt to see the prices having significantly reduced (Around 300$ a ticket) which really hurt my pocket as i felt like i am completely robbed in day light.
I wonder how many more had the same experience??? well in times of economic downturn one would only book/purchase ahead to enjoy comparatively cheaper fares, however in this case i guess its just the opposite and better off to book last minute with emirates.
I have also had stuff ups with my lugguage on transit in singapore (Melbourne - Dubai) with my lugguage left behind only due to the fact that the pretty lady at the counter spent more time adjusting her hair and chatting away wid her colleagues.
I wish emirates did a bit more to save their "loyal" customers to avoid letting them go to peers like Etihad, Singapore Airlines etc who provide a fantastic service at comparatively much cheaper prices.
Posted by Niaz Ahamed, Dubai, UAE on Wednesday 30 September 2009 at 14:20 UAE time
Firstly, hats off to emirates to provide decent quality service. I do agree with others who have raised complaints regarding the ground staff as i have had bad experiences as well.
However, i would like to bring to notice on Emirates - smart pricing strategy. I recently booked a ticket Melbourne to India on a so called "special offer" for travel during end of year and upon expiry of "special offer", i randomly checkt to see the prices having significantly reduced (Around 300$ a ticket) which really hurt my pocket as i felt like i am completely robbed in day light.
I wonder how many more had the same experience??? well in times of economic downturn one would only book/purchase ahead to enjoy comparatively cheaper fares, however in this case i guess its just the opposite and better off to book last minute with emirates.
I have also had stuff ups with my lugguage on transit in singapore (Melbourne - Dubai) with my lugguage left behind only due to the fact that the pretty lady at the counter spent more time adjusting her hair and chatting away wid her colleagues.
I wish emirates did a bit more to save their "loyal" customers to avoid letting them go to peers like Etihad, Singapore Airlines etc who provide a fantastic service at comparatively much cheaper prices.
Emirates Airlines
Posted by colin winning, Dubai, UAE on Wednesday 30 September 2009 at 12:59 UAE time
I stopped flying Emirates about 3 years ago, prefering to fly with Cathay Pacific , Singapore Airlines or Thai, when flying east and Etihad or Qatar when flying west. Emirates were excellent at one time but not now. I bought a ticket for my son to fly from Gatwick to Dubai at the end of October, Emirates wanted 3,400dhs, Qatar 1,785dhs ...... Nuff said
Posted by colin winning, Dubai, UAE on Wednesday 30 September 2009 at 12:59 UAE time
I stopped flying Emirates about 3 years ago, prefering to fly with Cathay Pacific , Singapore Airlines or Thai, when flying east and Etihad or Qatar when flying west. Emirates were excellent at one time but not now. I bought a ticket for my son to fly from Gatwick to Dubai at the end of October, Emirates wanted 3,400dhs, Qatar 1,785dhs ...... Nuff said
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