Emirates Airlines Case Study
Goal: Facing a rapidly-changing, highly competitive international airline industry, we were hired to help create demand for Emirates' luxury flight service to Dubai. Challenges encountered included limited advertising support and low awareness of Dubai - Emirates' hub' - as a travel destination. In addition, there was a pervading lack of general knowledge, misinformation and confusion about travel to the Middle East.
Strategy:
An aggressive multi-tiered BtoB and BtoC communications campaign included:
Results:
Goal: Facing a rapidly-changing, highly competitive international airline industry, we were hired to help create demand for Emirates' luxury flight service to Dubai. Challenges encountered included limited advertising support and low awareness of Dubai - Emirates' hub' - as a travel destination. In addition, there was a pervading lack of general knowledge, misinformation and confusion about travel to the Middle East.
Strategy:
An aggressive multi-tiered BtoB and BtoC communications campaign included:
- Visiting journalist program
- Pre- and post-launch events in key markets, New York, Boston and Washington, DC
- Executive spokesperson tours with top media outlets
- News bureau with strategically-timed press releases
- Ongoing video production to showcase the airline's in-flight passenger experiences
Results:
- Exposure for Emirates has helped propel the airline to the top ranks
- Media placements included The Wall Street Journal, The New York Times, USA Today, TIME, Forbes, Travel + Leisure, Travel Weekly and Travel Agent, among others
- Dubai is now recognized as a global aviation hub and one of the top international destinations of the 21st Century