Emirates launches new global brand platform
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.
From just two aircraft...
Emirates airline has grown from its early days in 1985, when it launched with just two aircraft, to its current status as one of the world's fastest growing airlines with 171 wide-body aircraft including the world's largest fleet of Boeing 777s and A380s. A brand synonymous with luxury and innovation, Emirates was the first to offer in-flight telephony across all classes, individual TV screens on every seat, First Class suites and an on-board Shower Spa on its A380 aircraft. From its home base in Dubai, Emirates is geographically located within an eight hour direct flight of 75% of the world's population - more distant routes like the Americas are connected to the Dubai hub with long range aircraft that fly the distance direct.
'Globalistas'
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. Emirates, slated to become the world's largest airline by 2015[1], represents these global individuals who we call 'globalistas' - they are our customers and also our multi-cultural work force which is made up of more than 45 000 people from over 165 different nations.
Globalistas represent individuals who are looking and living for new experiences. They are well travelled, or have aspirations to join the ranks of the well-travelled. The 'globalista' is not defined by typical demographic statistics but by the places they have visited and the experiences they have shared. They embrace the unlimited possibility of the future and are open to an invitation to try the unfamiliar - Emirates is the brand that is enabling this global lifestyle.
'Building on decades of innovation'
The campaign was created with Emirates lead communications partner Strawberry Frog, claimed to be the world's first Cultural Movement agency. "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," said Scott Goodson, chairman of Strawberry Frog.
The campaign launch, which began yesterday, 2 April, features print, TV, digital advertising including some iconic billboards in New York's Times Square and Milan's central train station. A series of 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. The Emirates website has also been refreshed to reflect the "Hello Tomorrow" messaging.
Beyond a look, the spirit of the brand and its evolution is being embedded internally as well focused on driving increased consumer engagement in what is new, fresh and innovative in the world - empowering people to explore, engage and live.
Reflecting an effort to target a younger audience, the "Hello Tomorrow" campaign is currently debuting with vignettes of the TV spots on Emirates newly launched Facebook channel. The TV commercials, outdoor and print ads will break today around the world. The new TV ads can be viewed at http://www.youtube.com/emirates.
