Emi­rates launches ‘Hello To­mor­row’

Enterprise - - Contents -

Emi­rates launched a new global brand plat­form and di­rec­tion, themed “Hello To­mor­row,” which po­si­tions the global air­line as the en­abler of global con­nec­tiv­ity and mean­ing­ful ex­pe­ri­ences. Emi­rates is em­bark­ing on an in­te­grated mar­ket­ing com­mu­ni­ca­tions cam­paign with a new brand prom­ise as the com­pany con­tin­ues its evo­lu­tion from a travel brand to a global life­style brand.

De­signed for the age of con­sumer en­gage­ment and em­pow­er­ment, “Hello To­mor­row” is about in­spir­ing peo­ple to greet to­mor­row’s un­lim­ited po­ten­tial, now. “Hello” is a greet­ing, an in­vi­ta­tion to a per­son, a place or an ex­pe­ri­ence. “To­mor­row” is a time, a place, a state of mind – the un­lim­ited pos­si­bil­ity of the fu­ture. 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.

“Our new cor­po­rate im­age and global mar­ket­ing cam­paign both un­der­line the con­fi­dence we have in our ex­ist­ing prod­ucts and ser­vices, and the vi­sion we have for the fu­ture growth of the air­line,” said Sir Mau­rice Flana­gan, Ex­ec­u­tive Vice Chair­man of Emi­rates Air­line and Group. “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. Emi­rates is con­nect­ing peo­ple and cul­tures cre­at­ing rel­e­vant and mean­ing­ful ex­pe­ri­ences that are shap­ing the world.”

Emi­rates air­line has grown from its early days in 1985, when it was launched with just two air­crafts, to its cur­rent sta­tus as one of the world’s fastest grow­ing air­lines with 171 wide-body air­craft in­clud­ing the world’s largest fleet of Boe­ing 777s and A380s. A brand syn­ony­mous with lux­ury and in­no­va­tion, Emi­rates was the first to of­fer in­flight tele­phony across all classes, in­di­vid­ual TV screens on ev­ery seat, First Class suites and

an on­board Shower Spa on its A380 air­craft. From its home base in Dubai, Emi­rates is ge­o­graph­i­cally lo­cated within an eight hour di­rect flight of 75 per­cent of the world’s pop­u­la­tion – more dis­tant routes like the Amer­i­cas are con­nected to the Dubai hub with long range air­craft that fly the dis­tance di­rect.

As the world be­comes more in­ter­con­nected, borders are be­ing blurred and peo­ple are more mo­bile and glob­ally fo­cused than ever be­fore; they are con­nect­ing, cre­at­ing and shar­ing ideas that are pro­pel­ling the world for­ward. Emi­rates, slated to be­come the world’s largest air­line by 2015, rep­re­sents these global in­di­vid­u­als who we call ‘glob­al­is­tas’ – they are our cus­tomers and also our multi-cul­tural work force which is made up of more than 45,000 peo­ple from over 165 dif­fer­ent na­tions.

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. They em­brace the un­lim­ited pos­si­bil­ity of the fu­ture and are open to an in­vi­ta­tion to try the un­fa­mil­iar - Emi­rates is the brand that is en­abling this global life­style.

The cam­paign was cre­ated with Emi­rates lead com­mu­ni­ca­tions part­ner Straw­berry Frog, the world’s first Cul­tural Move­ment agency. “We’re build­ing on decades of in­no­va­tion in Emi­rates mar­ket­ing to launch this new and in­no­va­tive move­ment for the world’s most thought­ful and in­cred­i­ble brand,” said Scott Good­son, Chair­man of Straw­berry Frog. “This bold next step for the brand will of­fer peo­ple who love the brand or want to ex­pe­ri­ence the brand, in­spi­ra­tion to par­tic­i­pate in this brave new world and spark new con­nec­tions and ex­pe­ri­ences achieved through travel.”

“The “Hello To­mor­row” cam­paign is at the van­guard of the trend for global brands to spark move­ments not sim­ply do ad­ver­tis­ing, con­nect­ing peo­ple, com­mu­ni­ties and en­cour­ag­ing them to join to­gether to make a pos­i­tive im­pact on so­ci­ety,” added Good­son.

The cam­paign launch, which be­gins to­day, fea­tures print, TV, dig­i­tal ad­ver­tis­ing in­clud­ing some iconic bill­boards in New York’s Times Square and Mi­lan’s cen­tral train sta­tion. A se­ries of vi­brant mes­sages that rep­re­sent the spirit of To­mor­row – To­mor­row Brings Us Closer to; New Peo­ple, New Ex­pe­ri­ences, New Styles, New Friends, will bring Emi­rates’ new vi­sion to the mar­ket­place. Emi­rates web­site has also been re­freshed to re­flect the “Hello To­mor­row” mes­sag­ing.

Be­yond a look, the spirit of the brand and its evo­lu­tion is be­ing em­bed­ded in­ter­nally as well fo­cused on driv­ing in­creased con­sumer en­gage­ment in what is new, fresh and in­no­va­tive in the world - em­pow­er­ing peo­ple to ex­plore, en­gage and live.

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. The new TV ads can be viewed at http://www.youtube.com/emi­rates.

Newspapers in English

Newspapers from Pakistan

© PressReader. All rights reserved.