Friday , 3 December 2021

Video: Emirates new “Hello World” branding TVC

Dubai based Emirates airline is trying to evolve its brand from a travel / airline brand to a global lifestyle brand. The carrier set to launch 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 has partnered with Strawberry Frog and will launch promotions it feels will represent the spirit of Tomorrow – Tomorrow Brings Us Closer to; New People, New Experiences, New Styles, New Friends

The airline is targeting a younger audience, launching the campaign on its Facebook page.

As per Sir Maurice Flanagan, Vice Chairman of Emirates Airline & Group.

“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,” “Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people’shopes, dreams and aspirations.” “Emirates is connecting people and cultures creating relevant and meaningful experiences that are shaping the world,”

Is the ad conveying the message?

Please do share your thoughts on this advertisement. Do you think the ad conveys the new theme of the airline?

From this ad I am unable to see the efforts of Emirates to synonimise its brand with luxury and innovation. It is an airline of great contrasts offering ultra-luxury on-board showers in its A380 first class, but also cramming passengers into a bone crunching 10 abreast, 17 inch wide seats in the economy class.

“Globalistas”

Emirates, claims represents a group of global individuals they call ‘globalistas’. 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 unfamilia. The airline also claims these ‘globalistas’ from their 45,000 work force from over 165 different nations.

Are there persons like Globalistas as defined by the airline? And if yes, do you think they exist in significant numbers?

Sure we would all like to just travel the blue skies, but don’t we have to work long hard hours to earn the money to pay Emirates to fly us there? That is, assuming, we are travelling Emirates. I would have to work extra long hours to pay for the business class seat, because I sure can’t fit in the economy class seat. Or then, maybe, just maybe, a kind reader will donate me the money.

About Devesh Agarwal

A electronics and automotive product management, marketing and branding expert, he was awarded a silver medal at the Lockheed Martin innovation competition 2010. He is ranked 6th on Mashable's list of aviation pros on Twitter and in addition to Bangalore Aviation, he has contributed to leading publications like Aviation Week, Conde Nast Traveller India, The Economic Times, and The Mint (a Wall Street Journal content partner). He remains a frequent flier and shares the good, the bad, and the ugly about the Indian aviation industry without fear or favour.

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