Emirates launches new global brand promise with ‘Fly Better’ campaign

On November 1, Emirates will officially launch ‘Fly Better’ – its new brand promise. The campaign has been created in-house by Emirates head of brand Richard Billington and his team.

Publicis Singapore, which recently bagged the account for SE Asia and Greater China, has not been involved in the creation of the campaign.

The first commercial highlights the airline’s inflight entertainment offering and has been directed by The Greatest Showman director Michael Gracey.

This will be followed by a second film that will focus on some of the airline’s most popular destinations, as well as its onboard features.

The campaign is set to make its television debut during the broadcast of The X Factor in the United Kingdom. Both the ads will subsequently run across Emirates’ key markets in the Middle East, the UK, France, Germany and the United States.

Apart from the television ads, Emirates intends to unveil ‘Fly Better’ in-stadium branding at the Meydan racecourse in Dubai as well on November 1 – and at the Emirates stadium in London, during the Arsenal versus Liverpool Premier League football match slated for November 3.

The ‘Fly Better’ line is also going to appear on the Emirates-sponsored AC Milan team jerseys.

According to Emirates’ divisional senior vice-president of corporate communications marketing and brand Boutros Boutros: “The drive to innovate and ‘be better’ is hardwired into Emirates’ DNA, and this enables us to deliver air travel experiences that are comfortable and enjoyable in every cabin class, time and again.

“Now, we are affirming that superiority and inviting travellers to ‘Fly Better with Emirates’.”


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