1.
Emirates
Global Brand Campaign 2012

2.
Emirates Brand Positioning
“From day one, Emirates has set out
to be an innovative, modern, and
customer-oriented provider of high
quality air travel services. Our brand
positioning is that of a leading,
international and quality airline
serving the global community.”
Mike Simon, Senior Vice President, Emirates Corporate
Communications, Emirates Airlines

3.
Business Objectives
• Growth through increased market share
and brand awareness
• Gain maximum PR linked to CSR initiative

4.
Target Audience
1. New price sensitive customers
who seek quality, travel from/to
non capital cities.
2. Business travellers – existing
and new customers seeking a
higher quality service compared
to other major airlines.
Availability of choice of
destination without transfer.

5.
Consumer Insights
What do people currently think?
•Airline benefits from cheap/free fuel and a rich middle eastern
government. (Too rich and too profitable, possibly arrogant?)
•Brand is known but not 1st recall for travellers.
•Invests a lot of money in sports sponsorship/advertising.
What do we want them to think.
•Non stop service throughout 6 continents, Dubai hub i.e. the right
connections, not just the major cities.
•Competitively priced without sacrificing quality.
•Modern, innovative and sustainable alternative providing quality
service. (youngest fleet)
•Emvironment – efficient , sustainable and respectful

6.
Creative Rationale
• A 3-4 month campaign which reveals the environmental
achievements/actions of Emirates and at the same time stays true to brand
values of global, non stop, competitive pricing without sacrificing quality
Idea background
• The Emirates chinaware-EMEG project discards 18
tonnes of worn-out chinaware used on its fleet of 169
passenger aircraft to create new marine habitat in the
waters off Dubai.
• The new substrate will help replace marine habitat lost
via construction of offshore projects along the Dubai
shoreline such as the Palm Jebel Ali, Palm Jumeirah
and The World islands.
• The Gulf Pearl oyster filtering capabilities is essential
to the ecosystem.

7.
The Big Idea

8.
TV

9.
Outdoor
• A series of billboards that can be used around the world
to show the different global cities that ties to the ‘oyster’
idea
• “We are blessed at being able to fly non-stop to any point in the
world from our home”.

10.
Metrolites
• Targeted at younger
and more price
sensitive market.
• Increasing brand
awareness and
aligned to values.
• CTA to share their
own photos on social
media platforms.

11.
Print

12.
Digital
• Banner ads
on
environmenta
l web sights.

13.
Social Media
• Facebook
consumer
promotion
• Like the page
• 25 words or less
“Where in the
world can
Emirates take you
and why?”
• Win a round the
world trip for two.

14.
Gamification
• Oyster Catcher Oyster Catcher.
Game App
• Download while
waiting to board
plane
• Share score and
CSR message on
Facebook

15.
Calendar & Cost
Action November Decembe January February Budget
r
TV x x $1m
Outdoor x x x x $900k
Print x x x x $500K
Digital x x x x $500k
Gamification x x x $200k
Social Media x x x x $200k
Estimated budget of $3-$3.5Mm

16.
Summary
360
Degree
Campaign