benchmark report
airline marketing
arab idol EMIRATES
Always keem to associate itself with large media and entertainment franchises, Emirates has become one of the main sponsors of Arab Idol – Season 3 , the regional edition of the globally known reality show contest for aspiring singers.
Commercial Operations, said: “This is the first time the airline has been involved with a reality show sponsorship on this scale in this region. Arab Idol is hugely popular, inspirational and thoroughly entertaining. It connects us to the very heart of people’s musical passions.
Emirates hosted the final 26 contestants of Arab Idol on a VIP trip to Dubai, flying them to Dubai from their hometowns which are spread all over the Middle East and North Africa.
At its core, Arab Idol is about providing talented people with the opportunity to discover new horizons, and this is very much in line with Emirates’ Hello Tomorrow brand proposition.
The 5-day trip included a visit to the Emirates Experience to fly the A380 simulator and a dhow cruise along Dubai creek. The contestants then had to make their way back to Beirut, host city of the Arab Idol show for the start of the live programme segments.
Arab Idol season 2 was won by 23-year old Palestinian Mohammed Assaf in a finale watched by a television audience of over 100 million.
Explaining why Emirates is entering the reality show arena, Majid Al Mualla, Emirates SVP
OCTOBER 2014 ISSUE
10
EXPERIENTIAL DIGITAL SOCIAL TV, PRINT, OOH
