The airline plans "an extensive marketing outreach" designed to position it as the premier carrier to the Middle East and Africa, as well as to highlight its newly upgraded fleet and sophisticated in-flight experience.
Global's airline branding and positioning strategies will highlight the level of service as well as the world-class amenities of the carrier. The integrated campaign will also reposition the airline among the expat community in the U.S., emphasizing the cultural competence of its services.
The media mix will include consumer and trade print, ethnic print and online news. Out-of-home messaging will be displayed in ethnic neighborhoods, reaching travelers frequently flying to Cairo and beyond.
The campaign features branded double-decker buses in New York City as well as prominent video displays on the Reuters and NASDAQ screens in Times Square.--Tanya Irwin