Emirates’ reputation for being ahead of the times has taken on a new dimension after speeded up images of a passenger engrossed in the airline’s pioneering in-flight entertainment system landed a top digital advertising award.
In securing “Gold” in the Travel and Leisure Category at the Campaign Media Awards 2007 in London, the airline has again demonstrated its leadership and creativity on the web. Fierce competition in this category came from across the international business world, not just the airline industry, and Emirates beat off competition from corporate heavyweights such as Google and Lastminute.com to pick up the prized accolade.
The winning creative was for the “Time Will Fly” promotion of Emirates’ ice in-flight entertainment system. The rich media video adverts, linked through to the campaign microsite, hosted on www.timewillfly.com
Mike Simon, Emirates’ divisional senior vice-president, corporate communications, said: “Emirates’ ice is no ordinary entertainment system, and so this is no ordinary advertisement. We are delighted that this online campaign has so successfully engaged our target audiences, and winning “Gold” at the Campaign awards is the icing on the cake”.
Among the prominent websites featuring the advert were The Financial Times, Guardian, The Economist, AME Info, Forbes, ITP, MSN Arabia, Khaleej Times, Yahoo and Zawya.
Campaign magazine is the weekly authority of the advertising industry, spanning advertising, media, direct, digital and marketing communications. Its Media Awards have established themselves as the most prestigious event in the media calendar, with an emphasis on brilliant and inspiring creative media ideas.
In July, Emirates enabled all passengers to select and secure their preferred seats at the time of booking, when they purchase their tickets at www.emirates.com, extending the service previously only available to first and business class passengers who book online.
Emirates flies five times weekly from Dubai to Malta via Larnaca in Cyprus, on Mondays, Wednesdays, Fridays, Saturdays and Sundays on the Boeing 777-200.