DOSSIER: The Hunger Games Social Media Strategy

 As The Hunger Games gets set to be another worldwide success in the same way(but perhaps not the same genre) as Harry Potter or Twilight, we bring you an interesting article that takes a look behind the scenes at managing the social media strategy, so crucial to success in a crowded market place ....

DOSSIER: Hunger Games - Social Media Strategy

Agency Focus: Strawberry Frog wins Emirates contract

Dubai Emirates is launching a major branding and marketing campaign that will promote the airline as a lifestyle proposition. The campaign will help the airline refine its image from just 'service' to a lifestyle brand..

The campaign will be launched next month - when the airline enters its new financial year - replacing its existing 'Keep Discovering' campaign that has been running for nearly a decade. "The new global campaign will focus on how Emirates is connecting people and cultures and creating relevant and meaningful experiences that are shaping the world," Sir Maurice Flanagan, executive vice-chairman of Emirates airline and Group said. "The key message is that through connecting people and cultures we connect people's hopes, dreams and aspirations." Last year Emirates hired Strawberry Frog as its lead communication agency. "Once you have a cultural movement you can do anything.

Previous campaigns have promoted the airline as a means of discovery, with strong links to iconic images of modern Dubai, but the new campaign is likely to extend this concept to a range of other services and goods.

In the fragmenting media scene, Strawberry Frog is an innovative global agency that develops strategic vision and creative solutions that create growth for our clients," the agency says on its website. Emirates spends 3 per cent of its revenue in communications and branding. Within three years Emirates will be the largest airline in the world. 

The campaign developed by the New York team of StrawberryFrog was designed to show Europeans how many 
jobs were created as a result of Emirates' largest orders for aircraft in aviation history. "In addition to creating the campaign created for Emirates, StrawberryFrog is responsible for developing their global brand and a stellar strategy platform and communications for the parent and sibling brands," the agency says. Explaining the shift, Flanagan said, the airline's Keep Discovering campaign has fulfilled its objectives.