Digital marketing strategy: Emirates Airlines, FIFA World Cup 2014

1. DIGITAL MARKETING

2. FIFA WORLD CUP, BRAZIL
2014
1. Official Partner and airline sponsor of FIFA.
2. Largest airline operating internationally in India.
3. Airline based in Dubai, United Arab Emirates.
4. ‘Fly Emirates’ logo can be seen on many team jerseys,
like Arsenal FC, AC Milan, Paris Saint-Germain,
Hamburger SV and latest addition Real Madrid.

3. HIGHLIGHTS
1. People travel from around the world watching FIFA, so
the main target audience would be the FIFA crowd
travelling via AIRLINES.
2. Ever since its association with FIFA Emirates has
reported a 31.6% increase in profits, amounting to
$1.1billion.
3. Current partnership, 2007-2014.
4. The airline ranks among the top ten carriers
worldwide in terms of passenger kilometres.

4. FOOTPRINT
1. Social monitoring company ENGAGOR analyzed world
cup sponsors social campaign between June 12-24,
Emirates got a 3rd highest brand mention of 169,000.
2. Live streaming of world cup matches, in flights.
Emirates even had Pele autograph its
first Boeing 777 plane – aka “Pele-ane.”

6. 1. Emirates Airlines is the
principal travel brand that is a
FIFA sponsor.
2. It concurrently launched its
official Twitter account and
#alltimegreats campaign with a
YouTube video at the end of
March.
3. As of today, it’s growing at
470 followers/day; two of ten
tweets are replies; and eight
tweets contain #alltimegreats.

8. FOOTPRINTS INTO DIGITAL
WORLD !!!
1. Emirates entered into FB during the later period of
2012 which attracted around 300,000 fans within 2
weeks of its launch .
2. Emirates is recognised as the most engaging airline. (
Keeping entertained and Connected in their digital
world).
3. They had spent around $300m for digital advertising
and got a profit about $1.1bn which is 31.6 %
increase.
4. Ad Agencies like Havas, BBDO in the US and Nomads .
5. Tools to monitor the media , content scheduling and
measuring engagement .( Sysomos, Buddy media , etc
)