Emirates-Game Changer

EMIRATES - GAME CHANGER

Both Dubai-based Emirates and its rival from neighbouring emirate Abu Dhabi, Etihad, have relied heavily on TV and film celebrities to front ad campaigns.

Nicole Kidman worked with Etihad in campaigns last year, including starring in a VR film that showed off the different Etihad cabins. Meanwhile Jennifer Aniston has a long-standing association with Emirates, where most recently she was used in an ad that responded to the US laptop ban.

Earlier this year, Etihad collaborated with Ricky Martin on a campaign to promote Abu Dhabi stopovers, which we featured on the cover of our May issue.

The latest celebrity to be enlisted by one of the Gulf Airlines is car-fanatic Jeremy Clarkson, who now has his own show on Amazon Prime after having been sacked from the BBC. In “Game Changer”, Clarkson does a reveal of the new Emirates First Class Suite on the 777, claiming that sometimes you experience something so unique that anything else pales in comparison after that.

The ad finishes with an Emirates jet roaring overhead while Clarkson stands on the runway. The jet causes his clothes to fall off, revealing pyjamas of the type you can wear in the first class cabin.

Clarkson was chosen not only because he’s a recognizable face and a “brand” in his own right, but also because of his motoring credentials. That’s because the design features are inspired by the Mercedes-Benz S-Class cars: “Emirates’ latest First Class product gives a nod to the design philosophy of the Mercedes-Benz S- Class, bringing together two global brands renowned for innovation, luxury, and comfort. The collaboration inspired several design details in the private suite including the soft leather seating, high-tech control panels, and mood lighting,” the airline explains.

The Mercedes / Emirates collaboration

then extends to S-Class cars with chauffeurs being made available to passengers prior to departure and on arrival.

According to Emirates boss Tim Clark, the Mercedes tie-up is a sign of the airline’s commitment to further developing its first-class product: “There is a view that many carriers are pursuing a response to the demise of first class by coming up with some better business class product. I have to tell you that the demand for first class on Emirates remains very strong.”

KEY TAKE-AWAY

Jeremy Clarkson is not an uncontroversial figure, it is worth remembering that he left the BBC after punching a production crew member.

Nevertheless, just like Amazon did when it gave him a new show, Emirates probably correctly, works on the assumption that most of his fans (who are of course overwhelmingly male and middle aged) don’t care.

The type of motoring fan who laughs along to Clarkson’s antics is also the type who will be impressed by the S-Class link and is more likely than average to have money to spend on expensive cars.

Hence when it comes to demographics, interests and spending power, this is a collaboration that works.