Emirates Airline recently launched its worldwide advertisement campaign to mark its Official Partner status of the 2006 FIFA World Cup, and already the campaign is winning fans around the globe.
Based on Emirates' hugely successful and award-winning Keep discovering campaign, the advertisements speak the language of the fans and the passion of football in a truly international and global context.
The campaign, developed by Saatchi & Saatchi in Germany, has been winning plaudits with fans in online polls across Europe.
Emirates' sponsorship of the 2006 FIFA World Cup is a major part of the airline's ongoing marketing focus of using sports sponsorship as a way to reach its passengers, connect directly with them and maximise exposure of Emirates as a truly global brand – and this campaign perfectly reflects that strategy.
The multi-million dollar advertising campaign which comprises TV, cinema, print, outdoor and online, taps into fans' passion for football as well as reinforcing the nature of Emirates as a global airline through clever and original visuals.
Mike Simon, Emirates' senior vice president corporate communications, had this to say of the campaign's success: “Emirates believes that sport transcends cultural and language barriers, and is an important means of fostering interaction between the different peoples of the world. Football, with its widespread popularity worldwide, is the perfect vehicle for this purpose – and the 2006 FIFA World Cup, the world's largest sporting event, is the perfect environment.”
The campaign perfectly combines the excitement and emotional aspects of travelling and having new experiences, with the joy and excitement of the world's most popular sport.
The message of Keep discovering could not be clearer or more appropriate for Emirates – the first-ever airline partner for 2006 FIFA World Cup.
Emirates currently operates three direct flights each week from Dubai to Malta: on Tuesdays, Thursdays and Sundays on A330-200.
This flight gives a convenient connection to outgoing and incoming passengers from Australia and the Far East.