The Hindu Business Line : Emirates Airline launches new ad campaign

ZEROING on the discerning, niche business class traveller, Emirates Airline, one of the fastest growing airliners in the world, has drawn up an innovative campaign `Fly Emirates. Keep Discovering', that has been conceptualised and developed in India for its global requirements. It seeks to leverage on the experience of frequent travellers .

The essence of the advertising is to create the sense of excitement that a traveller feels when they visit a destination for the first time. In the New Zealand campaign, Emirates introduced the traveller to a new adventure sport and thus identified with the traveller's first-time experiences.

As a result it builds an emotional bond between the traveller and the brand, Mr Nabil Sultan, Vice-President, India & Nepal, said.

Highlighting the thinking behind such a strategy, Mr Sanjay Panday, Director, Client Servicing, Everest Communications, told Business Line that this communication strategy was designed at raising awareness of the airline amongst frequent business travellers. Emirates, which has been positioned as the airline of choice for open minded and curious business travellers, was depicted through the campaign idea.

In moving from 4 million to 15 million visitors per year by 2010, Emirates plans to help millions of first time visitors discover a unique experience. Recently, Emirates announced plans to invest $15 billion in their fleet adding host of new destinations.

The purpose and focus of this campaign is to stimulate and drive trial of the airline. This campaign is designed to appeal to open-minded and curious business travellers. Its punch line, Keep Discovering, breaks routine, encourages stimulation and trial, Mr Panday said.

Research indicates that consumers are looking to travel as a means of acquiring new experiences and are moving to small holidays, rather than one big one just once a year. This has lately been labelled `holiday snacking'.

Blasting into outer space travel, chasing a tornado, witnessing a volcanic eruption, driving a Formula One race car, sailing a private yacht, whale watching, and so on are some experiences people often want to enjoy. Destinations such as South America, Thailand, Australia, New Zealand and Vietnam are all seeing substantial increases in tourism building on such concepts.

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