Emirates Airline Repositions Brand


Emirates is launching a campaign aimed at evolving the airline from a travel brand to a global lifestyle brand.

With the tagline “Hello Tomorrow,” the creative seeks to paint the Dubai-based airline as an “enabler of global connectivity and meaningful experiences,” according to the company.

“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,” said Sir Maurice Flanagan, vice chairman of Emirates Airline & Group, in a release. “Emirates is connecting people and cultures creating relevant and meaningful experiences that are shaping the world,” he added.  
The campaign, which launches April 2, features print, TV, digital advertising including some iconic billboards around the world and in New York’s Times Square. Emirates will also launch a refreshed Web site.   



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. 

“Hello Tomorrow” aims to inspire consumers to greet tomorrow’s unlimited potential. Emirates is extending an invitation to try the unfamiliar, create new ideas, and form new visions. The theme encapsulates life’s potential and embracing the future with all the possibilities it holds.

The campaign was created with Emirates lead communications partner, New York-based StrawberryFrog.

As the world becomes more interconnected, consumers are more mobile and globally focused than ever before. Emirates, slated to become the world’s largest airline by 2017, is targeting these global individuals who the company refers to as “globalistas.”

Globalistas represent individuals who are looking and living for new experiences. They are well travelled, or have aspirations to join the ranks of the well-travelled. The globalista is not defined by typical demographic statistics, but by the places they have visited and the experiences they have shared. 

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