Emirates entices Southeast Asia

Emirates rolls out regional blitz

by Asiya Bakht

February 19, 2009

SINGAPORE - Emirates has launched a new BBDO/Proximity created campaign in Southeast Asia that seeks to promote the airlines' extensive network in Europe and strengthen its image as a global airline.

The campaign, which is targeted at business and leisure travellers was launched yesterday and will run until March this year.

Comprising of print, outdoor and online, the creative strategy behind this campaign involved using bridges of Europe to demonstrate symbolically how Emirates can link travellers from Southeast Asia to Europe. Regional markets where the campaign has been launched include Singapore, Malaysia, Indonesia and the Philippines.

Armed with a new fleet of aircraft, Emirates has been competing with Asian and European airlines such as Singapore Airlines, Air France, KLM, British Airways, Lufthansa, and Qantas, for long-range premium global air traffic that is routed through the centrally located Middle Eastern hub.

Emirates registered an 88 per cent cut in profitability during the first half of last year owing to high fuel prices.