2013 Winners & Shortlists

Results and Effectiveness

43 million viewers across 85 markets (EK destinations) learned about the new global culture across BBC, CNN and Yahoo.* Emirates consideration jumped from 38% to 69% amongst viewers** 84% of viewers exposed to our content believe Emirates was a brand “that seeks to connect the world and create a brighter future” compared to a 37% base** 8 million visitors to Yahoo! *** channel drove 200,000 shares on facebook, EK Facebook fan base grew from 110,000 to over 1 million****. “Emirates forecasts YoY growth +18%” – Tim Clark, Emirates CEO *****. We believe we redefined the way airlines will market to global audiences.

Creative Execution

The vision for our communication was not to transport people from one place to another or get them to explore different cultures, we wanted to bring the richness from different cultures, fuse them together to witness the birth of a one-of-a-kind global culture. We partnered with BBC to create a series called Collaboration Culture: fourteen designers, artists, chefs, composers and choreographers united to produce innovative projects ranging from coffin art to interpretive Bollywood dance. With CNN, Fusion Journeys took artists (dancer, photographer, baritone) to join fellow artists across the world, learn, teach and even perform with them in their own country. Finally we created the “Inspired Culture” channel on Yahoo! globally, where globalistas could access recommendations, videos, and content about fusion food, music, art, bringing in a wave of readers that could engage and interact with the page, comment, meet the collaborators, and get inspired by their creations.

Insights, Strategy and the Idea

The world is changing. Global individuals are becoming more connected through technology as well as physical experiences of different cultures. The future is no longer driven by geographical legacy. The best ideas win and they can come from anywhere. Emirates wants to become the catalyst and enabler of a brave new world that exists to serve the global citizens who will create a brighter, more inspired future. Emirates has become the most profitable and global airline. However as the airline industry heads toward more alliances, stiffer competition and greater focus on marketing, Emirates needs to demonstrate commitment, authenticity, relevance and differentiation outside the travel industry. They need to become a lifestyle brand. For us to achieve that we need to change the way the airline industry talks about itself. This is no longer about the product but it’s about leading, inspiring, and curating a cultural movement.