Emirates has launched a new global brand platform and direction, themed Hello Tomorrow. Emirates is embarking on an integrated marketing communications campaign with a new brand promise as the company continues its evolution from a travel brand to a global lifestyle brand.
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.
“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, 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.”
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 onboard 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.
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, represents these global individuals who 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.
The campaign launch features print, TV, digital advertising including some iconic billboards in New York’s Times Square and Milan’s central train station. Emirates’ website has also been refreshed to reflect the Hello Tomorrow messaging.
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 new TV ads can be viewed at www.youtube.com/emirates.
Emirates operates flights on a daily schedule from Malta to Dubai via Larnaka, Cyprus.