Emirates - Be There

Emirates - Be There

Emirates is in the process of positioning itself as a global lifestyle brand and has identified a new traveller profile which it calls ‘Globalistas’ and which it defines as “a new generation of global consumers who are looking for new experiences across cultures.” Emirates’ new ‘Be There’ , marked with the hashtag #BeingThere on social media, is designed to appeal to this new ‘Globalista’ lifestyle.

Emirates selected diverse employees, from a pool of 500 applicants hailing from over 130 nationalities, to serve as brand ambassadors. Each ‘Be There’ brand ambassador has specific travel interests which ‘Globalistas’ will relate to: some seek thrill, others culinary delights, one defines herself as having “a passion for fashion,” and others seek various cultural experiences including arts and local traditions. The seven brand ambassadors will travel around the world over a sixmonth period, with their adventures documented through their shares on social media and in short films produced through a collaboration with the National Geographic Channel.

“This campaign embodies what we stand for as a brand, and I am proud of our colleagues who have been chosen to represent Emirates as ‘Be There’ ambassadors,” says Boutros Boutros, Emirates’ Divisional Senior Vice President of Corporate Communications, Marketing & Brand. “We hope the stories of their individual journeys will inspire even more people to see more of the world through travel.” Emirates introduced the ‘Globalista’ concept on YouTube , and features its ambassadors’ continuing stories on its YouTube channel . The airline has also established a ‘Be There’ Tumbler feed as a Yahoo! Travel lifestyle channel.