Emirates charity partnership with Montblanc and Visions takes off

The minimum bid is US$65,000 but they are already rolling in

UAE. Bids have already started rolling in for a unique onboard charity auction being conducted by Emirates in association with Montblanc and the luxury house’s local representative, Visions FZCO.

Passengers onboard Emirates flights between March and the end of May are being invited to take part in the auction featuring the ‘ultimate watch’ – a Montblanc centennial automatic chronograph in 18ct gold, showcasing the Montblanc logo set with black and white diamonds. The prize for the winning bid includes a first-class trip onboard Emirates to Le Locle, the home of Switzerland’s watchmaking industry since 1705.

All the proceeds from the auction, including the cost of manufacturing the watch, will be donated to a charity dedicated to providing a safe, nurturing and loving environment and a better quality of life for children in need across the world.

A special 30 second advertisement clip created by Emirates is featured on the airline’s inflight entertainment programme to highlight the exclusive promotion. To view it simply click on the icon below (note: it is a 4mb file and may take a few seconds to load).

Zainub Sareea, General Manager Travel Retail of Visions, told The Moodie Report: “We have just launched a mega global partnership with Emirates airlines in line with our 100 years celebrations. The bids have already started coming in and the related PR has created a massive awareness across the globe.”

Dubai-based Visions manages Montblanc’s travel retail business for the Middle East, Indian sub-continent, Iran and the Maldives.

Emirate’s impressive new inflight magazine, published this month, majors on the campaign. It features in a cover gatefold, a double page centre spread and a specially-created bid form and envelope print campaign. “All of this highlights this unique promotion that has never been done before,” said Zainub Sareea. Emirates and Montlblanc, through Visions, enjoy a close relationship – some 11 items are currently listed onboard, ranging from writing instruments to jewellery.

	The inflight campaign Click here to view the promotional video (4MB; duration: 1:01)
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