Emirates Honoured For Global Marketing
Emirates Airline, one of the world's fastest growing airlines and rapidly developing global brands, has been awarded the
prestigious fifth Airline Strategy Marketing Award, organised by Airline Business magazine, during a ceremony which took
place in the imposing surrounds of Lincoln's Inn, London.
This award is particularly welcome for Emirates as it sees all airlines judged in competition with one another, and
truly shows that Emirates shines above its peers in the industry.
The Emirates Group has doubled in size approximately every four years and continues to set the benchmark for an ever
competitive airline industry. Keeping its messaging, advertising and branding fresh and unique in this context has been
incredibly hard, but Emirates employs a full range of classic and contemporary elements in its marketing mix to ensure
it stays ahead of the game in a very competitive environment.
Emirates flies four daily services from New Zealand to Dubai and beyond, via Australia.
The Editor of Airline Business, Mark Pilling, who chaired a prestigious judging panel of top executives, explained the
rationale for making the award.
He said: "It is ironic that Emirates shuns the use of the word 'marketing' in all its job titles and descriptions. This
is not because it disapproves, but because it believes the word is too amorphous and could become a reason to spend
money without clear objectives. This kind of focus goes a long way toward explaining why the Emirates marketing
programme was so effective."
Mr Pilling continued: "Apportioning its efforts between sponsorships and advertising has evolved to the point where
there is now a 50-50 split. Sponsorships deliver fast brand awareness; advertising tries to turn that into sales.
"Advertising, too, is unconventional at Emirates. The airline has a unique virtual agency network with 120 public
relations and advertising agencies around the globe co-ordinated through its EmPower extranet. When the airline plans to
launch a new campaign it distributes a briefing, invites agencies to submit a concept and then chooses the best from a
creative point of view. Through such links each local agency is effectively part of a global agency. This is the
thinking that has produced a consistently excellent marketing programme at Emirates, even though it prefers not to call
it that."
Accepting the award, Maurice Flanagan, Executive Vice-Chairman Emirates Airline and Group, said: "The word marketing is
a misnomer and one we've always avoided. The function sits clearly within our Corporate Communications department, which
has been massively successful in promoting our business through a cohesive strategy covering media relations,
sponsorships, events, advertising and web initiatives.
"This has enabled us to develop a brand that is now recognised across the globe, and ensure that Emirates is renowned
for the quality of service and product that we offer our customers. Receiving accolades like this, from our peers and
colleagues, inspires us to try even harder to be market leaders. We promise not to rest on our laurels."
ends