Emirates eyes evolution to global lifestyle brand

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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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Posted by: selfloadingfreight8

Case of "Mahraba Bukra" 'Inshallah Maa'leesh' if you are seeking compensation as promised by CEO for flights on the AB380, then replaced with another aircraft!
To quote him form the interview of 22nd March on Bloomberg "Its a mess!"

Posted by: Ali

Emirates is focusing on Image!, though it should focus on training its employees, customer service and system & procedures.

I had firsthand experience wherein I was well before time standing on boarding counter, but attendant delayed in issuing boarding pass and eventually counter was close. I stand there in total surprise for around 35 minutes, and I was told counter is close and I may take next flight. During my waiting time, I was though confirmed by one of the staff member that my boarding pass has been issued.

Staff insisted that Emirates reserve the right to cancel anyone's booking, despite he is on time and has confirmed booking.

Even after long argument and meeting supervisor and administration manager, there was no useful solution. The reason for not issuing boarding pass was changed from counter close, to no seat available and then to flight is over loaded. Take next flight, this was the solution offered by every concerned staff I complained.

Posted by: Ali

Eventually I did not go on my desired flight for which I had confirmed booking and I was at boarding counter well on time.
WORST OF ALL, Emirates is not putting No Show charges and Refund charge. I was there standing on counter arguing for boarding pass, and Emirates is putting No Show charges. Emirates did not issue me board pass and they are deducting Refund charges. I don?t know what will have next. Such a waste of time and money.

Posted by: John

?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.?
Anyone who knows "Sir" Maurice would immediately see this piffle as the piffle of "new innovators" paid whopping sums of money to hype a brand that needs no extra inflating, just delivery more consistently.
?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.
And, since when was innovative anything but new? Second rate and second best.

Posted by: Stephen

How much longer we are going to be battered with the myth that airline travel is luxurious, desirable and glamorous? I daresay at least one of those adjectives applies when Sir Maurice flies but for the screaming, bored majority it's just a chore. And, quite right, in the words of one respondent; "it's a plane mate".

It's quite possible to participate in this brave new world without spending $1000 plus on a cramped 6 hour nightmare. Oh wait a minute, for only an extra $3k, you can stretch your legs.

In a world where a general lack of objectivity and common sense can be measured by people's obsession with the adolescent culture of reality & "talent" shows, Kim Kardashian and soap opera, this campaign should be a huge success

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