Emi­rates launches US$15 mil­lion cam­paign to pro­mote Dubai hub and in­spire travel

Set to iconic sound­track by Queen, cam­paign features air­line’s global net­work and on­board prod­uct

The Malta Independent on Sunday - - TRAVEL -

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 iconic 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 clever cam­era work that seam­lessly tran­si­tions be­tween key des­ti­na­tions and Emi­rates’ on­board features, rem­i­nis­cent of a visual sto­ry­telling style that show “a pic­ture within a pic­ture”. 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.”

He added: “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 ex­cite- ment of travel.”

The cam­paign will run in key mar­kets around the world. It was con­cep­tu­alised and scripted in-house and shot by award win­ning di­rec­tor Vaughan Ar­nell. The “no-cuts” con­tin­u­ous cam­era tran­si­tions were sup­ported by cut­ting-edge CGI (com­puter gen­er­ated im­agery) work from MPC in Lon­don, the stu­dio re­spon­si­ble for the Os­car win­ning SFX (spe­cial ef­fects) work for the Jun­gle Book.

Emi­rates op­er­ates daily sched­uled flights be­tween Malta and Dubai via Lar­naca, Cyprus, on a Boe­ing 777-300ER air­craft.

Jun­gle Book’

Emi­rates’ new US$15m ad cam­paign utilises clever cam­era work and CGI to seam­lessly tran­si­tion be­tween key des­ti­na­tions and the air­line’s on­board ex­pe­ri­ences. The CGI work was done by MPC in Lon­don, the stu­dio re­spon­si­ble for the Os­car win­ning SFX work for the ‘

Emi­rates’ new US$15m ad cam­paign to in­spire travel and pro­mote Dubai features the up­lift­ing ‘Don’t Stop Me Now’ sound­track by Queen

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