Emirates - #TasteTheWorldOfEmirates

Emirates - #TasteTheWorldOfEmirates

Emirates takes an experiential approach to connect with a younger demographic and inspire and appetite for world travel with its #TasteTheWorldOfEmirates ice cream tours.

At four German cities (Hamburg, Dusseldorf, Frankfurt, and Munich) the airline’s hip ice cream Volkwagen van handed out cool samplings of exotic ‘Emirates Reise-Eis’ in flavours representing various international destinations (Afrikeis, Asiengwer, Mahatma Chokänguru, Kokozean, Mango, and Sesamsturm). The airline traded a scoop for a share on social media, Twitter and Instagram, with the hashtag #TasteTheWorldOfEmirates , with a chance to win two free tickets.

Emirates explained its inspiration on Instagram .

The various destinations in our route network inspired us to go on tour with the Emirates Reise-Eis and bring the taste of the world to four German cities. Choose your free scoop of ice cream, dream of faraway countries and maybe win a flight that gets you there.

In all, Emirates gave out over 3,000 scoops of ice cream, and documented the events at all four cities on YouTube .

This sweet tactic fits well within Emirates’ lifestyle brand strategy, and was designed to appeal to its defined ‘Globalista’ demographic: youthful, fresh, and adventurous. Arrival of the alternative black chalkboard decorated ice van, was pre-announced as an event on Facebook in each city.

Free food always draws crowds, but with the right recipe, ‘Emirates Reise-Eis’ – and the food truck promotions of several airlines this year – puts the brand in consumer’s hearts, as well as their stomachs.