DUBAI: International airline Emirates has kicked off its first integrated campaign to increase brand awareness around the world and change the company's image to a lifestyle brand.
“We are describing it as a cultural movement,” said Boutros Boutros, divisional SVP of corporate communications at Emirates. “We want to be in the lifestyle category, so in order to switch the perception of passengers and the general public, we needed to come up with different messages that highlight the advantages of the offerings of Emirates and the philosophy behind our services.”
Boutros added that the “old message of advertising” isn't enough today, which is why the company's corporate initiative, “Hello Tomorrow,” “covers all aspects of communications.”
Through social media engagement and media outreach, Emirates is connecting with travelers in countries around the globe to promote the idea of “opening up to other cultures” and “enriching your knowledge,” said Boutros.
“The unique thing about this campaign is it reflects the reality of Emirates,” he explained, “and our PR strategy has always highlighted what we are all about.”
Emirates is using its recently launched Facebook page to promote the campaign. In the past, consumers ran Facebook pages for the brand, but when the company saw how popular the social network became, it decided to create its own. It is also distributing its commercials on You Tube, he said.
In the traditional space, Emirates is “co-sponsoring several programs” on BBC and CNN, Boutros said.
“You don't have to work hard to find a BBC program talking about visiting new cities or a CNN program talking about different cultures from various counties,” he said.
Hill+Knowlton Strategies, Emirates' US AOR since January 2011, is “part of the global PR plan,” said Boutros.
Ian Bailey, EVP and GM of H+K Strategies, said the agency is targeting new audiences with the Hello Tomorrow campaign. “As the airline continues to expand its network in the US, we are delighted to partner with them to tell this new brand story through an extensive, fully integrated engagement program reaching Emirates' diverse set of stakeholders,” he added.
Boutros said the firm will eventually work on some “localized ideas,” but its immediate focus is promoting the brand and campaign concept.