Emirates launches $15mn promotional film

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Campaign aims to inspire travel, promote Dubai, reach new audience
Emirates has unveiled a new $15 million marketing campaign, which aims to inspire travel, promote Dubai and sell the airline’s vast network of global destinations to a new audience.
Set to the song Don’t Stop Me Now by Queen, the ad deploys camerawork that transitions between key destinations and the airline’s onboard features.
The film, which will now run in key markets worldwide, culminates back in the emirate with a soundbite on how the airline connects the world via Dubai.
“Emirates Airline and Dubai have always been inextricably linked,” explained Boutros Boutros, head of corporate communications, marketing and branding.
“Each day, Emirates Airline operates more than 500 flights that connect Dubai to the world, and the world through Dubai.”
He added: “At Emirates Airline we believe that people, regardless of their backgrounds, have a strong desire to travel and experience the world for themselves. They want to be inspired, to discover and to have fun. That is why we chose to use the Queen soundtrack, and a creative approach that was uplifting and energetic, to remind people of the excitement of travel.”


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