Emirates’ Q3 advertising campaign focused on fleet modernization and technology, highlighting upgraded cabins and emphasizing customer service, luxury, and corporate responsibility, says GlobaData.
Emirates‘ third quarter (Q3) (01 July to 30 September) advertising campaign showcased a strong commitment to enhancing the customer experience through significant fleet modernization and innovative technology. The campaign, primarily focused on brand awareness, highlighted extensive refurbishment programs for both the Airbus A380 and Boeing 777 fleets, introducing new premium economy and business class seating options, and showcasing upgraded interiors across all classes, reveals the Global Ads Platform of GlobalData, a leading data and analytics company.
GlobalData’s latest report, “Decoding Emirates’ YouTube Advertising Strategy,” provides detailed analysis of the key themes and values emphasized by the company in the top 10 YouTube advertisements. These include Innovation, Luxury, Quality, Reliability, Prestige, and Safety.
Shreyasee Majumder, Social Media Analyst at GlobalData, comments: “The multifaceted campaign successfully targeted a broad audience, including frequent flyers, business travelers, and those seeking luxurious travel options. By incorporating a heartwarming story featuring a 101-year-old loyal passenger and highlighting the airline’s partnership with Wimbledon, Emirates effectively conveyed its commitment to personalized service, luxury, and exceptional travel experiences.
“Additionally, the campaign’s inclusion of a public service announcement featuring the Emirates Airline Foundation broadened the brand’s appeal by showcasing its dedication to humanitarian efforts and corporate social responsibility, further solidifying its ‘Fly Better’ brand promise.”
Below are the key focus areas of Emirates’ advertisements, revealed by GlobalData’s Global Ads Platform:
- Fleet modernization and refurbishment: Multiple advertisements highlighted Emirates’ extensive refurbishment program, encompassing 110 Airbus A380s and 81 Boeing 777s. This emphasized the airline’s investment in upgrading interiors, introducing premium economy seating, and enhancing overall passenger comfort. The scale of the project underscored Emirates’ dedication in providing a superior flying experience.
- Premium cabin experience: Advertisements showcased upgraded interiors across various cabin classes, including new leather seats, improved business class layouts (1-2-1 configuration), and the introduction of premium economy to enhance comfort and luxury. The focus on these details elevated the perceived value of the Emirates experience.
- Emphasis on customer service: The advertisement featuring Rachida, a 101-year-old frequent flyer, highlighted Emirates’ commitment to personalized care and assistance for passengers of all ages and needs. This showcased the airline’s dedication to providing exceptional service, exceeding the expectations of its customers.
- Corporate social responsibility: The advertisement featuring the Emirates Airline Foundation and a specially designed A380 livery showcased the airline’s commitment to humanitarian causes. This strengthened the brand image by associating Emirates with compassion and social responsibility. The visual of the children’s artwork on the aircraft made the foundation’s work more relatable and memorable.
- Technological innovation:The advertisement featuring the FlightPulse app highlighted Emirates’ adoption of advanced technology to enhance safety, fuel efficiency, and pilot training. This positioned the airline as an innovator in the aviation industry, reinforcing its commitment to continuous improvement and a “Fly Better” experience through efficient and safe operations.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
