Emirates Airlines

Truth

At the start of the 5 years we were working with Emirates, a significant challenge faced by the agency was a lack of public awareness about the airlines route network beyond Dubai. In this case, with the rapid expansion of flights to new destinations in Australia from Gatwick, people needed to be put in the know.

Insight

A trip to Australia is a lifetime dream - a dream that most would assume could only be accessed from Heathrow on BA or Qantas. Some would know that Cathay and Singapore are also options.

Emotion

To combine the romance and excitement of Australia with the Emirates ‘Keep Discovering’ positioning.

Success

Emirates three daily flights from Gatwick within 12 months accounted for nearly a third of all Australia traffic on Emirates from London.