Emirates Launches New Global Brand Platform
May 29, 2012
New branding captures passion for connecting peoples hopes, dreams and aspirations
Emirates has recently launched a new global brand platform and direction, themed "Hello Tomorrow,” which positions the global airline as the enabler of global connectivity and meaningful experiences. 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. Emirates is extending an invitation to try the unfamiliar, create new ideas, and form new visions. The theme encapsulates life’s potential and embracing the future with all the possibilities it holds.
“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 is connecting people and cultures creating relevant and meaningful experiences that are shaping the world,” said Sir Maurice Flanagan, Executive Vice Chairman of Emirates Airline and Group. 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 inflight telephony across all classes, individual TV screens on every seat, First Class suites and an onboard Shower Spa on its A380 aircraft.
“The rebranding of Emirates is indeed a breath of fresh air, one which I am sure will be exciting for both ourselves and consumers alike. Becoming more lifestyle-focused, we believe that Emirates will be able to reach out to Thai people better and ensure that we continue to have a strong bond with them,” said Khalid Bardan, Emirates Manager for Thailand and Indo-China.
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 we call ‘globalistas’ – they 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.
Beyond a look, the spirit of the brand and its evolution is being embedded internally as well focused on driving increased consumer engagement in what is new, fresh and innovative in the world - empowering people to explore, engage and live.
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 TV commercials, outdoor and print ads will break today around the world.