Emirates airline is looking to hit all the right notes with a new global marketing campaign.
Created by Strawberry Frog, the multi-platform “Hello Tomorrow” campaign has been in development for two years, said Don McWilliam, Emirates’ country manager for Canada.
The multi-channel campaign is designed for what McWilliam characterized as “the age of consumer engagement and empowerment,” and represents one of the largest consumer marketing efforts in the Dubai-based airline’s 25-year history.Read Article on The campaign comes amid a period of rapid expansion for Emirates, which added 11 new destinations – including Rio de Janeiro, Buenos Aires, Dallas and Seattle – in the past year, and currently operates a fleet of more than 170 aircrafts. “We really want our customers to see us differently,” said McWilliam. “We wanted a fresh new image for the company showcasing this era of global connectivity… and our commitment to innovating and enhancing the customer experience.” In addition to TV, print and out-of-home advertising, one of the campaign’s key components, “Harmony,” is inviting consumers to create their own mash-up of a specially commissioned piece of music, or record their own interpretation of the composition. Developed by New York-based Atmosphere Proximity, the Harmony site features videos of people playing a variety of instruments. Each clip is designed to combine with its companions to create unique version of the Harmony theme, which can be shared via Facebook, Twitter and e-mail. Those deemed most impressive by Emirates will be uploaded to the airline’s dedicated YouTube channel. “People and cultures connect through music, and that was the reason for Harmony,” said McWilliam. The “Hello Tomorrow” campaign is intended to showcase Emirate’s breadth of service (123 destinations in 73 countries) and style, but as a catalyst for connecting cultures and creating meaningful experiences. “The overall goal was for us to become one of the most beloved and recognized lifestyle brands going forward,” said McWilliam. “It’s all built around multiculturalism and inspiring people to travel.” Print ads appearing in daily newspapers such as The Globe and Mail, Toronto Star and Ottawa Citizen, feature messages such as “Tomorrow brings us all closer” and “Tomorrow rewards the curious.” The campaign is targeting what McWilliam called “globalistas” – people who travel extensively and who thrive on cultural experiences. Media was overseen by Starcom MediaVest Group. While its 2011 profits were down significantly due to rising fuel costs, Emirates has been profitable for 24 straight years. “We provide a premium, leading-edge travel experience, and our records reflect that,” said McWilliam. “Our service is very smart, it’s multicultural and it’s considerate. When other airlines are consistently cutting back on benefits to the consumer we’re not doing that.” In Canada, Emirates currently flies only out of Toronto – offering three flights a week to Dubai – though the United Arab Emirates has been involved in a spat with the Harper government as it seeks up to four more flights a week into Canada for its airlines.