EMIRATES - FLY BETTER Over the past year, we’ve featured Emirates for campaigns where the airline has consistently touted its service offering as being superior to competitors in all classes. For example, at the end of last year TV presenter Jeremy Clarkson fronted a campaign to launch Emirates’ new First Class private suites, which were inspired by Mercedes-Benz. However, Emirates also talked up the experience at the back of the plane via its ‘Upgrade your Airline’ campaign, where a video featured passengers of an unnamed airline trying to blag or beg their way towards an upgrade.
The latest Emirates campaign, called Fly Better, focuses first of all on the airline’s in-flight entertainment system. The ad, which launched on November 1st, showcases the airline’s inflight entertainment system (“ice”), with its diverse offering. Directed by Michael Gracey, whose previous work included the musical ‘The Greatest Showman’, the spot takes viewers on a journey with a cabin crew member morphing into a dancer who then shows off different dance styles from Bollywood to Hip Hop. A second spot is set to promote the airline’s network of global destinations. Emirates says that the ad takes viewers
20 | Airline Marketing Monthly - November 2018
