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.
