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Visuals from the new Emirates brand campaign, just launched |
UAE. Emirates Airline has launched a new global brand platform, themed ‘Hello Tomorrow’, aimed at repositioning the carrier from “a travel brand to a global lifestyle brand”. The move is accompanied by a major communications campaign.
Emirates said the rebranding drive was “designed for the age of consumer engagement and empowerment,” and that it was “extending an invitation to try the unfamiliar, create new ideas and form new visions”.
“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,” said Sir Maurice Flanagan, Executive Vice Chairman of Emirates Airline and Group. “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.”
“Emirates is connecting people and cultures creating relevant and meaningful experiences that are shaping the world,” he added.
The campaign was created with Emirates’ lead communications partner Strawberry Frog. “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, connecting people, communities and encouraging them to join together to make a positive impact on society,” added Goodson.
The campaign launch from this week features print, TV, digital advertising including 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.
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 with one of the launch videos appearing below.
Emirates Airline was created in 1985, when it launched with just two aircraft, and is now one of the world’s fastest growing airlines with 171 wide-body aircraft including the world’s largest fleet of Boeing 777s and A380s. It 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.
