Emirates 'Hello Tomorrow' as it shifts from travel to lifestyle brand

MUMBAI: Leading global airline Emirates has iundulged in a new branding initiative named ‘Hello Tomorrow’ to position it as the enabler of global connectivity and meaningful experiences.

The campaign has been created with Emirates lead communications partner Strawberry Frog.

Emirates aims to evolve from a travel to a global lifestyle brand and for this will embark on an integrated marketing communications campaign with a new brand promise. The new campaign aims to capture the passion for connecting people’s hopes, dreams and aspirations.

Keeping in mind the tenet of consumer engagement and empowerment, ‘Hello Tomorrow’ is about inspiring people to greet tomorrow’s unlimited potential now. The name of the campaign is made of two words - ‘Hello’ which is a greeting, an invitation to a person, a place or an experience ; and ‘Tomorrow’ which denotes a time, a place, a state of mind and the unlimited possibility of the future. Clubbing the two, Emirates encourages 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 will launch with a series of messages that represent the spirit of Tomorrow – ‘Tomorrow Brings Us Closer to; New People, New Experiences, New Styles, New Friends’ in an endeavour to bring Emirates’ new vision to the marketplace.

The campaign launch will feature print, TV, digital advertising including some iconic billboards in New York’s Times Square and Milan’s central train station along with a refreshed website.

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 on 2 April around the world.

Emirates Airline and Group vice chairman Maurice Flanagan "Our new corporate image and global marketing campaign both underline the confidence we have in our existing products and services, and the vision we have for the future growth of the airline. 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."

The campaign is targeted at a new segment of consumers coined Globalistas. These people represent individuals who are looking and living for new experiences. They are well travelled, or have aspirations to join the ranks of the well-travelled. The ‘globalista’ is not defined by typical demographic statistics but by the places they have visited and the experiences they have shared. They embrace the unlimited possibility of the future and are open to an invitation to try the unfamiliar which gels with Emirates’ current brand philosophy.

Strawberry Frog chairman Scott Goodson said, "We’re building on decades of innovation in Emirates marketing to launch this new and innovative movement for the world’s most thoughtful and incredible brand. This bold next step for the brand will offer people who love the brand or want to experience the brand, inspiration to participate in this brave new world and spark new connections and experiences achieved through travel."

He added that the campaign was at the vanguard of the trend for global brands to spark movements - not simply do advertising - connecting people, communities and encouraging them to join together to make a positive impact on society.

Emirates was launched in1985 with just two aircrafts and today enjoys the status of one of the world’s fastest growing airlines with 171 wide-body aircrafts including the world’s largest fleet of Boeing 777s and A380s. 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.

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