"Fly Better" with Emirates

Emirates has announced the launch of its new brand promise, which invites global travellers to "Fly Better" with the airline.
"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," said Sir Tim Clark, president of Emirates Airline.
"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," said Boutros Boutros, Emirates' Divisional SVP of Corporate Communications, Marketing and Brand.
The new Emirates campaign launches on November 1, with an ad spot that showcases the airline's award-winning inflight entertainment system, ice, and its diverse offering. A second ad spot that promotes Emirates' extensive network of global destinations will run concurrently. The campaign was created in-house by Emirates' head of brand, Richard Billington. In addition to traditional advertising and digital platforms, the new "Fly Better" brand promise will also be rolled out across Emirates' sponsorships and events portfolio.
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 football match on November 3. On November 11, 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.
- business@khaleejtimes.com