Emi­rates launches US$15 mil­lion cam­paign to pro­mote Dubai hub

Travel Daily ME - - News -

Emi­rates to­day launched a US$15 mil­lion cam­paign to in­spire travel and pro­mote the air­line’s ex­ten­sive net­work of global des­ti­na­tions in­clud­ing its home and hub, Dubai.

The cam­paign is backed by the sound­track “Don’t Stop Me Now” by British rock band Queen, which was found in a sci­en­tific study to be the most uplifting or “feel-good” tune on the UK charts in the past 50 years.

The ad spot utilises cam­era work that tran­si­tions between key des­ti­na­tions and Emi­rates’ on­board fea­tures.

The ad cul­mi­nates in Dubai, with a sound­bite on how Emi­rates con­nects the world via Dubai.

Boutros Boutros, Emi­rates’ di­vi­sional se­nior vice pres­i­dent for cor­po­rate com­mu­ni­ca­tions, mar­ket­ing and brand, said: “Emi­rates and Dubai have al­ways been in­ex­tri­ca­bly linked.

Each day, Emi­rates op­er­ates more than 500 flights that con­nect Dubai to the world, and the world through Dubai. Since day one, Emi­rates has proudly and ac­tively pro­moted our hub.

Dubai of­fers a great ex­pe­ri­ence at our world-class air­port, and the city has be­come a top global des­ti­na­tion be­cause it con­tin­u­ally in­vests to bring new at­trac­tions and sup­port­ing in­fra­struc­ture for in­ter­na­tional vis­i­tors.

“At Emi­rates we be­lieve that peo­ple, re­gard­less of their back­grounds, have a strong de­sire to travel and ex­pe­ri­ence the world for them­selves.

They want to be in­spired, to dis­cover, and to have fun.

That is why we chose to use the Queen sound­track, and a cre­ative ap­proach that was uplifting and en­er­getic, to re­mind peo­ple of the ex­cite­ment of travel.”

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