Dubai's Emirates set to launch new global ad campaign

Fly Better brand message to launch on November 1, directed by The Greatest Showman's Michael Gracey
Dubai's Emirates set to launch new global ad campaign
The new campaign launches on November 1 with an film that showcases the airline’s award-winning inflight entertainment system ice.
By Sam Bridge
Thu 25 Oct 2018 02:02 PM

Emirates invites global travellers to “Fly Better” with the launch of its new global advertising campaign.

The new campaign launches on November 1 with an film that showcases the airline’s award-winning inflight entertainment system ice.

Directed by Michael Gracey whose previous work includes the hit musical The Greatest Showman, the advert takes viewers on a fantastical journey as a cabin crew member morphs into a dancer – transitioning between different dance styles from Bollywood to Hip Hop, representing the superior and diverse range of content on ice.

A second advert that promotes Emirates’ extensive network of global destinations will run concurrently takes viewers from the plains of Kenya to the Eiffel Tower and finally the iconic Burj Khalifa in Dubai.

The campaign, which was created in-house by Emirates’ head of brand, Richard Billington, will debut on the popular entertainment show The X Factor UK, and both ads will subsequently air across key markets across the GCC, in the UK, France, Germany, and the US.

“On this day in 1985, Emirates flew its first customers from Dubai to Karachi. While the airline has grown exponentially since, our promise to customers remains unchanged - flying Emirates means enjoying a better flying experience,” said Sir Tim Clark, president Emirates Airline.

“The drive to innovate and ‘be better’ is hardwired into Emirates’ DNA, and this enables us to deliver air travel experiences that are comfortable and enjoyable in every cabin class, time and again."

In addition to traditional advertising and digital platforms, the new “Fly Better” brand promise will also be rolled out across Emirates’ sponsorships and events portfolio.

The first “Emirates Fly Better” in-stadium branding will be unveiled at the Meydan racecourse in Dubai in time for the start of the racing season. This will be followed by global exposure via the on-field perimeter billboards at the Arsenal v Liverpool football match on November 3.

On November 11, Emirates-sponsored team AC Milan will also debut Fly Better for the first time on their team jerseys, in their Serie A match against rivals Juventus.

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