Emirates started with two leased aircraft in 1985 and has never looked back since then. The airline company currently operates 265 aircraft to over 155 destinations.

Emirates’ Integrated Marketing Communication Approach (2012 to 2017):

Traditional Media

Emirates' commercials and print advertisements in significant media highlight the airline’s new products, flying routes, and aircraft.

Event Sponsorship

The airline actively sponsors a bunch of sports events like soccer, horse racing, and tennis. In addition to that, it has signed a sponsorship deal with large football clubs like Arsenal. Its presence in the Asian Football Confederation has also ensured a high level of visibility across Asia.

Owned Media

The company publishes two in-flight magazines to reach its customers. A brilliant in-flight entertainment system allows the airline to publicize its latest offers, partners, and services. Furthermore, the company's official retail website enables customers to purchase branded merchandise.

Millennial Appeal

The airline is adopting a sustainable environmental strategy to protect natural resources and reduce air pollution. Being a step ahead and ensuring that their fleet is up-to-date with the latest, most fuel-efficient aircraft. Emirates uses a variety of marketing communication tools in an integrated way to deliver a unified message:

The high quality of its services

Emirates portrays the lofted quality of its airline services as an underlying theme for all its marketing activities.

Emirates' Integrated Marketing Communication Channels:

Television commercials

Print advertisements

Sponsorships

Charitable foundations

In-plane advertisements

Internet marketing

Trade Promotions.

The above communication tools have helped Emirates to appeal to a large number of travelers all over the world, and create a positive vibe all-around.

Here’s an example of one of their integrated marketing communications via print media:

Further reading:

https://www.huffpost.com/entry/emirates-hello-tomorrow-w_b_10220336

http://www.cabincrew.com/news/emirates-says-hello-tomorrow-with-new-branding/1335

https://www.albawaba.com/business/pr/emirates-launches-new-global-brand-platform-%E2%80%93-%E2%80%9Chello-tomorrow%E2%80%9D-419476

Questions

1. What is the big idea in the Emirates campaign? Explain.
2. What is the appeal of the campaign? It is rational or emotional? Explain
3. In the print ad displayed above, label various components of the ad and link it to the big idea.
4. In your opinion, how can you measure the effectiveness of this campaign?

Hello Tomorrow Emirates Dubai inspires new connections Fly Emirates to over 130 destinations around the world. Make an unforgettable stop in Dubai along the way and discover a place where inspiration truly takes flight. emirares.com/usa 22 destinations aaross Africa 31 destinations across Asia 10 destinations across India 18 destinations across the Middie East