New brand campaign by Emirates

Dubai-based Emirates airline has launched a new global brand platform and direction, themed “Hello Tomorrow,” which positions the global airline as the enabler of global connectivity and meaningful experiences.

Emirates, one of the world’s largest airlines, is trying to position itself as a lifestyle brand, graduating from being a travel brand, according to a media statement issued by it. “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,” said Sir Maurice Flanagan, Executive Vice-Chairman of Emirates Airline and Group.

“Emirates is embarking on an integrated marketing communications campaign with a new brand promise as the company continues its evolution from a travel brand to a global lifestyle brand,” the statement added.

“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,” Flanagan said. “Emirates is connecting people and cultures creating relevant and meaningful experiences that are shaping the world,” he added.

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. From its home base in Dubai, Emirates is geographically located within an eight hour direct flight of 75 per cent of the world’s population – more distant routes like the Americas are connected to the Dubai hub with long range aircraft that fly the distance direct.

As the world becomes more interconnected, borders are being blurred and people are more mobile and globally focused than ever before; they are connecting, creating and sharing ideas that are propelling the world forward. Emirates, slated to become the world’s largest airline by 2015[1], represents these global individuals who we call ‘globalistas’ – they are our customers and also our multi-cultural work force which is made up of more than 45,000 people from over 165 different nations.

Globalistas represent individuals who are looking and living for new experiences. They are well travelled, or have aspirations to join the ranks of the well-travelled. The ‘globalista’ is not defined by typical demographic statistics but by the places they have visited and the experiences they have shared. They embrace the unlimited possibility of the future and are open to an invitation to try the unfamiliar - Emirates is the brand that is enabling this global lifestyle.

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 “Hello Tomorrow” campaign is at the vanguard of the trend for global brands to spark movements not simply do advertising, connecting people, communities and encouraging them to join together to make a positive impact on society,” added Goodson.

The campaign launch, which begins today, features print, TV, digital advertising including some iconic billboards in New York’s Times Square and Milan’s central train station. A series of vibrant messages that represent the spirit of Tomorrow – Tomorrow Brings Us Closer to; New People, New Experiences, New Styles, New Friends, will bring Emirates’ new vision to the marketplace. Emirates website has also been refreshed to reflect the “Hello Tomorrow” messaging.

Beyond a look, the spirit of the brand and its evolution is being embedded internally as well focused on driving increased consumer engagement in what is new, fresh and innovative in the world - empowering people to explore, engage and live.

Reflecting an effort to target a younger audience, the “Hello Tomorrow” campaign is currently debuting with vignettes of the TV spots on Emirates newly launched Facebook channel. The TV commercials, outdoor and print ads will break today around the world. The new TV ads can be viewed at www.youtube.com/emirates.

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