A Signature Media Publication

Emirates rolls out its new marketing campaign


Emirates launched its new marketing campaign to promote travel on its economy class. The latest advertisement features a series of characters who try to wrangle a seat upgrade at an unnamed airline’s check-in counter. Each spot ends with the ultimate tip for travellers: “Don’t upgrade your seat, upgrade your airline. Fly Emirates.”

Seasoned with a liberal dose of humour, the scripts tap into the anecdotes about what people might say or do when they ask for an upgrade – from name-dropping and flattery to other more creative endeavours.

Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing and Brand, said: “In today’s environment, where others are stripping amenities from their cabins and shrinking legroom, we believe travellers can relate to the desperate lengths that some people might go to, in order to get their seat upgraded.”

The campaign was created by Y&R London and directed by ‘Jones’ (AKA Michael Woodward and Maximilian Baron). It will be run worldwide throughout 2018 in Emirates’ key markets including: the US, Brazil, Argentina, Australia, New Zealand, Singapore, UK, France, Denmark, Sweden, Norway, Hungary, Belgium, Austria, Switzerland, Cyprus, Canada and the Pan Arab region.