Emirates rebranding focuses on consistent improvement
Emirates, one of the world’s most awarded airlines for its industry-leading services, invites global travellers to “Fly Better” with the launch of its new brand promise as part of a rebranding.
Sir Tim Clark, President Emirates Airline, said: “On this day in 1985, Emirates flew its first customers from Dubai to Karachi.
“While the airline has grown exponentially since, our promise to customers remains unchanged - flying Emirates means enjoying a better flying experience.”
The new Emirates campaign launches on 1 November with a new ad that takes viewers on a fantastical journey as a cabin crew member morphs into an energetic dancer – transitioning between different dance styles from Bollywood to Hip Hop, representing the superior and diverse range of content on ice [Emirates’ onboard channel].
Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing and Brand, aid: “The drive to innovate and ‘be better’ is hardwired into Emirates’ DNA, and this enables us to deliver air travel experiences that are comfortable and enjoyable in every cabin class, time and again.
“Emirates was the first to introduce personal screens in every seat in every class, we led the way for better international telephone and Wi-Fi services onboard, we pioneered private suites in first class, brought bars and shower spas onboard, and we continue to introduce game-changing products like virtual windows.
“Now, we are affirming that superiority and inviting travellers to “Fly Better” with Emirates.”
A second ad spot that promotes Emirates’ extensive network of global destinations will run concurrently.
The first “Emirates Fly Better” in-stadium branding will be unveiled at the Meydan racecourse in Dubai from 1 November, in time for the start of the racing season.
This will be followed by global exposure via the on-field perimeter billboards at the much-anticipated Arsenal vs. Liverpool Premier League football match on 3 November, 2018.
On 11 November, Emirates-sponsored team AC Milan will also debut Fly Better for the first time on their team jerseys, in their highly-anticipated Serie A match against rivals Juventus.