Emirates’ new $15 mn campaign to promote Dubai

Emirates launched a $15 million promotion campaign to inspire travel and highlight the airline’s extensive network of global destinations including its home and hub, Dubai. The campaign highlights seamlessly transitions between key destinations and Emirates’ onboard features. The campaign is backed by the iconic soundtrack ‘Don’t stop me now’ by British rock band Queen. Boutros Boutros, Emirates’ Divisional Senior Vice President for Corporate Communications, Marketing and Brand, said: “Emirates and Dubai have always been inextricably linked. Each day, Emirates operates more than 500 flights that connect Dubai to the world, and the world through Dubai.  Since day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors.”
He added: “At Emirates we believe that people, regardless of their backgrounds, have a strong desire to travel and experience the world for themselves. They want to be inspired, to discover, and to have fun. That is why we chose to use the Queen soundtrack, and a creative approach that was uplifting and energetic, to remind people of the excitement of travel.”
The campaign will run in key markets around the world starting from 15 October.  It was conceptualised and scripted in-house and shot by award winning director Vaughan Arnell. The “no-cuts” continuous camera transitions were supported by cutting-edge CGI (computer generated imagery) work from MPC in London, the studio responsible for the Oscar winning SFX (special effects) work for the Jungle Book.