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

from the plains of Kenya to the Eiffel Tower and finally the iconic Burj Khalifa in Dubai,, featuring seamless transitions between destinations and Emirates’ onboard features.

Focusing on the important of the UK to Dubai market, the campaign was set to be debuted during the broadcast of entertainment show “The X-Factor” in the United Kingdom.

With Emirates being a sponsor of a number of football (soccer) clubs, Fly Better branding was also in place during the Arsenal (which Emirates sponsors) vs Liverpool match on November 3rd.

Emirates first class items on sale online

Do you want a piece of the Emirates first class experience without shelling out for a first class plane ticket? Select first class items have gone on sale on the Emirates online store. This includes Bowers & Wilkins PX headphones, hydra-active sleepwear pyjamas and first class blankets.

Of course, none of these items come cheap. For example, the headphones currently retail at US $455 in the online store. Still a fraction of the $20,000 odd you would pay for a first class ticket, though.

It’s an interesting and obvious brand extension, and one followed through by a number of airlines. For example, Qantas frequent flyers can purchase many First and Business wines when they join Qantas epiQure.