Annual Report 2008-2009 - Emirates.com

3 was heavily advertised, This included a local
tactical campaign, as the departments moved
in phases into this stunning new facility.
Captivating campaigns for the new destinations
of Houston, Los Angeles and San Francisco
reaffirmed the strength of the global network
and Emirates’ ability to continue being the only
airline to fly non-stop to six continents.
Network wide support of Emirates’ awardwinning
products, services and pre-eminent
sponsorships continued with a new repertoire of
multimedia campaigns. As Emirates’ advertising
beamed across the globe, its halo radiated to
group brands, particularly Emirates SkyCargo’s
grand opening of the new, impressive Cargo
Mega Terminal and Emirates Hotels & Resorts’
launch of The Observatory.
The division’s direct marketing campaigns
included agent mailings such as mini canvases,
brushes and paints for Nice and the Provence
countryside which inspired Van Gogh, to
clapperboards to reinforce Los Angeles’
Hollywood connection.
Efforts to increase contributions to the Emirates
Airline Foundation were boosted with the launch
of a new TV commercial onboard, a finalist at
the prestigious Lynx awards.
Building on the success of our virtual agency
network, EmPower, the portal underwent
further refinement, advancing global traction
to its use and ensuring that the network of
over 100 agencies are fused in real time to
communications development in any of our 101
destinations.
emirates.com sites aggregate over
250,000 unique visitors per day, making it one
of the most popular airline websites in the world.
There are now 69 local websites in 13 different
languages across the network.
Creative online advertising endeavours were
rewarded with Gold at both the World Luxury
Awards and the Cannes International Advertising
Festival.
A number of innovative outdoor advertising
projects generated interest from the public and
media. As well as placing the world’s largest
model aircraft on the roundabout at Heathrow
to promote the new A380, Advertising used a
full-sized aircraft landing gear in parking lots in
Germany and Italy to highlight the convenience
of Emirates’ chauffeur-drive product.
To communicate the schedule to multi-points in
India, an original Ambassador Indian taxi was
positioned in Frankfurt and Düsseldorf airports,
again creating a buzz. In Singapore, advertising
promoted the flights to Europe by linking two
outdoor messages on separate buildings with
a ‘bridge’ that replicated the Tower Bridge in
London.
Events and Promotions
The renowned Emirates roadshows travelled to
Kozhikode (Calicut), Guangzhou, Los Angeles
and San Francisco in 2008 to launch new
destinations. Key cities in the state of California
- Phoenix, San Jose, Orange County, San
Francisco and Los Angeles were targeted, in
order to promote the new routes. The events
were attended by the travel trade, community
and other officials to help create the “wow
factor” prior to the inaugurals, all of which were
celebrated later featuring stars such as Hilary
Swank, Ricky Martin and Sheryl Crow.
A new cultural venture for the company was
becoming the title sponsor of the Emirates
Airline International Festival of Literature, the
first of its kind in the Middle East. It was held at
the end of February and brought to Dubai 65 of
the world’s leading authors.
The merchandise shops were rebranded to
Emirates Official Stores and the opening of
a flagship outlet at the new Emirates Group
49
Emirates Stadium, UK -
the home of Arsenal