Emirates eyes evolution to global lifestyle brand

Dubai-based airline launches new worldwide brand campaign themed 'Hello Tomorrow'
By Andy Sambidge
Mon 02 Apr 2012 06:04 PM

Emirates Airline on Monday launched a new global brand platform and direction, themed "Hello Tomorrow” which positions the airline on the world stage.

Dubai-based Emirates is embarking on an integrated marketing communications campaign with a new brand promise as the company eyes evolution from a travel brand to a global lifestyle brand, it said in a statement.

Designed for the age of consumer engagement and empowerment, “Hello Tomorrow” is about inspiring people to greet tomorrow’s unlimited potential, now, the airline added.

Emirates said it is "extending an invitation to try the unfamiliar, create new ideas, and form new visions".

"Our new corporate image and global marketing campaign both underline the confidence we have in our existing products and services, and the vision we have for the future growth of the airline," said Sir Maurice Flanagan, executive vice chairman of Emirates Airline and Group.

“Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people’s hopes, dreams and aspirations.” 

Emirates airline has grown from its early days in 1985, when it launched with just two aircraft, to its current status as one of the world’s fastest growing airlines with 171 wide-body aircraft including the world’s largest fleet of Boeing 777s and A380s. 

A brand synonymous with luxury and innovation, Emirates was the first to offer inflight telephony across all classes, individual TV screens on every seat, First Class suites and an onboard Shower Spa on its A380 aircraft, its statement added. 

The campaign was created with Emirates lead communications partner Strawberry Frog, the world's first Cultural Movement agency.

“We’re building on decades of innovation in Emirates marketing to launch this new and innovative movement for the world’s most thoughtful and incredible brand,” said Scott Goodson, chairman of Strawberry Frog.

“This bold next step for the brand will offer people who love the brand or want to experience the brand, inspiration to participate in this brave new world and spark new connections and experiences achieved through travel.” 

The campaign launch, which began earlier on Monday, features print, TV, digital advertising including some iconic billboards in New York’s Times Square and Milan’s central train station.

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