EMIRATES airline has launched its brand new global brand platform themed “Hello Tomorrow”, which positions the global airline as the enabler of global connectivity and meaningful experiences. The new campaign ends the airline’s long stint with the “Keep Discovering” campaign.
The new campaign is part of the airline’s integrated marketing communications campaign with a new brand promise as the company continues its evolution from a travel brand to a global lifestyle brand.
The new platform has been designed for the age of consumer engagement and empowerment. “Hello Tomorrow” is about inspiring people to greet tomorrow’s unlimited potential, now. 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.
“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,” said Sir Maurice Flanagan, executive vice chairman of Emirates Airline and Group. “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,” he added.
The campaign features print, TV, digital advertising including some iconic billboards in New York’s Times Square and Milan’s central train station. Scott Goodson, chairman of Strawberry Frog, which created the new campaign says, “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.”
Reflecting an effort to target a younger audience, the “Hello Tomorrow” campaign made its debut on Facebook, successfully attracting over 300,000 fans within the first three weeks.
The page allows fans to interact with the brand through Facebook exclusive content on the timeline feature, apply for jobs through the careers app or find out more about sponsorships through its sports and culture tab. Fans can also look at how Emirates has grown since its early days in 1985 through Facebook’s milestone feature – from its launch with just two aircraft, to its current status as one of the world’s fastest growing airlines.