Dubai, Emirates today launched a new global brand platform and direction, themed "Hello Tomorrow,” which positions the airline as the enabler of global connectivity and meaningful experiences. Emirates has announced it's embarking on an integrated marketing communications campaign with a new brand promise as the company continues its transformation from a travel brand to a global lifestyle brand.
Sir Maurice Flanagan, Executive Vice Chairman of Emirates Airline and Group stated: "Our new corporate image and global marketing campaign both underline the confidence we have in our existing products and services, and the vision we have for the future growth of the airline.
“Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people’s hopes, dreams and aspirations.” “Emirates is connecting people and cultures creating relevant and meaningful experiences that are shaping the world"
As the world becomes more interconnected, borders are being blurred and people are more mobile and globally focused than ever before; they are connecting, creating and sharing ideas that are propelling the world forward.
In a statement, according to the airline "Emirates, is slated to become the world’s largest airline by 2015, represents these global individuals whom they shall call ‘globalistas’ – they are their customers and also their multi-cultural work force which is made up of more than 45,000 people from over 165 different nations."
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The airline continued: "designed for the age of consumer engagement and empowerment, “Hello Tomorrow” is about inspiring people to greet tomorrow’s unlimited potential, now. “Hello” is a greeting, an invitation to a person, a place or an experience. “Tomorrow” is a time, a place, a state of mind – the unlimited possibility of the future. Emirates is extending an invitation to try the unfamiliar, create new ideas, and form new visions. The theme encapsulates life’s potential and embracing the future with all the possibilities it holds."
The campaign was created with Emirates lead communications partner Strawberry Frog, cultural movement agency (with offices in New York, Amsterdam, and Sao Paulo, Brazil).
Scott Goodson, Chairman of Strawberry Frog commented: “We’re building on decades of innovation in Emirates marketing to launch this new and innovative movement for the world’s most thoughtful and incredible brand.
“This bold next step for the brand will offer people who love the brand or want to experience the brand, inspiration to participate in this brave new world and spark new connections and experiences achieved through travel.”
“The “Hello Tomorrow” campaign is at the vanguard of the trend for global brands to spark movements not simply do advertising, connecting people, communities and encouraging them to join together to make a positive impact on society,” added Goodson.
The campaign launch, which begins today, features print, TV, digital advertising including some iconic billboards in New York’s Times Square and Milan’s central train station. A series of vibrant messages that represent the spirit of Tomorrow – Tomorrow Brings Us Closer to; New People, New Experiences, New Styles, New Friends, will bring Emirates’ new vision to the marketplace. Emirates website has also been refreshed to reflect the “Hello Tomorrow” messaging.
Source: Emirates
