OA260 From Ireland, joined Nov 2006, 28636 posts, RR: 60 Posted (5 years 10 months 3 days 19 hours ago) and read 4776 times:
Emirates launches new TV and online campaign
Monday, September 28, 2009
Etienne Haro directs one of the finest restaurants; Paul Hamilton swims with sharks; Yousef Ali Bin Zayed helped spark a vibrant rebirth of the arts and cultural heritage; Waheed Abdul Hameed is a master of the fiery flavors that define authentic indigenous cuisine. They are all among the unscripted, “non-actor” stars of Emirates airline's new advertising campaign to air on major television and online outlets.
The campaign - ‘Meet Dubai’ - follows Emirates’ highly successful print campaign in such major outlets as The New York Times, Newsweek, Time, The Wall Street Journal and others and is designed to capture the unique and varied experience of living in Dubai from the perspectives of real people from many parts of the world who now call it home. Kevin Sacre, from the British soap opera “Hollyoaks” and a former member of the Royal Shakespeare Company, is the only professional actor in the series of ads, serving as tour guide for his personal discovery tour of one of the most fascinating places in the Middle East.
Shamrock350 From Ireland, joined Mar 2005, 6440 posts, RR: 14
Reply 1, posted (5 years 10 months 3 days 16 hours ago) and read 4531 times:
I like the adverts, they remind of the current British Airways campaign but have more warmth and fun which the British Airways adverts lacked. I like that the adverts are based on showing someone around Dubai and all the amazing things it has to offer as you put yourself in the position of the tourist and think to yourself "I want to do that" especially the water park one!
The problem with the British Airways adverts is that it didn't really make me want to fly BA, the advert for New York just made me want to visit New York but not particularly on BA although personally I probably would choose BA. With these adverts it's like EK is inviting you to Dubai and it does make me want to fly them there.
Blink182 From United States of America, joined Oct 1999, 5493 posts, RR: 14
Reply 2, posted (5 years 10 months 3 days 15 hours ago) and read 4440 times:
Quoting Shamrock350 (Reply 1): The problem with the British Airways adverts is that it didn't really make me want to fly BA, the advert for New York just made me want to visit New York but not particularly on BA although personally I probably would choose BA. With these adverts it's like EK is inviting you to Dubai and it does make me want to fly them there.
I think what BA should have done outside the UK is really focus on UK events and attractions in order to show off their home. I'm thinking of the Edinburgh Theater Festival in August, or BA could always show some hidden gems that are off the tourist in London, Manchester or other tiny, charming UK towns. BA's staff would be a great source for this. AF could do this with France, LH with Germany etc.
What Emirates has done well is once more tie in their brand with Dubai, their home. One thing is clear here: Dubai is a great city to be in for a multitude of reasons. The second point that EK needed to convey: fly EK to DXB, I'm not sure was conveyed as strongly as it could have been. Granted, EK probably won't lose out given that they are the major game in town. The next step should have a small, in flight clip with the hosts experiencing EK service and with an exterior shot of the airplane. A good spot for this is when the music plays at the end. I think a lot of people will see these ads and want to visit Dubai, but I think that EK probably should throw in an airplane or inflight service shot.
Give me a break, I created this username when I was a kid...
AirIndia From United Arab Emirates, joined Jan 2001, 1695 posts, RR: 1
Reply 4, posted (5 years 10 months 3 days ago) and read 3926 times:
Quoting Blink182 (Reply 2): I think that EK probably should throw in an airplane or inflight service shot.
I feel over the years, EK's communications have created a strong brand and they do enjoy high equity among the travelling public. Emirates has become synonymous with quality flying, great service etc. Perhaps thats the reason an airplane or inflight shot was not considered..............