Emirates taps on comedian Badr Saleh for new campaign

The campaign stars Badr Saleh, and draws on experiences that almost every Saudi traveler can relate to.
Updated 17 February 2018
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Emirates taps on comedian Badr Saleh for new campaign

Emirates has launched its first bespoke campaign with a series of short videos specifically targeted to Saudi Arabia, cleverly interlacing comedy to address the pain points of travel and showcase Emirates’ award-winning economy class experience.
The campaign stars Badr Saleh, and draws on experiences that almost every Saudi traveler can relate to — dated inflight movies and programs, keeping children entertained onboard, and missing their favorite programs while traveling.
Saleh, one of the funniest comedians in the GCC, used a refreshing blend of observational humor, improvization and in situ skits to differentiate the Emirates economy class experience. Saleh was chosen for this campaign for his influence as one of the most well-known comedians in Saudi Arabia and the region, with millions of followers across YouTube, Twitter and Instagram as well as a strong TV presence, regularly reaching millions with his prime time evening show on MBC.
The first video shows the endless inflight entertainment onboard a typical Emirates flight, so much so that Badr and his friend are still glued to their screens long after other passengers have disembarked.
Khalid Al-Haddad, vice president Saudi Arabia, said: “Emirates’ economy class is truly a no-compromise experience that offers more choice for Saudi travelers, and our onboard product provides exceptional comfort with world-class service and inflight entertainment for the whole family. It’s fantastic that Badr lent his comedic touch for this campaign and we hope that it brings some laughs to those watching while also showcasing the Emirates difference.”
Saleh said: “Emirates’ sense of humor struck a chord with me, and I am incredibly proud to have worked alongside the airline’s team to develop great content that truly shows the outstanding onboard experience they offer.”
The videos will be released over the course of the next few weeks, with the second spot illustrating the daunting experience of flying with children. Badr explains how many times he needs to apologize to other passengers and how flying with Emirates has alleviated his worries through the endless variety of kids entertainment provided onboard.
In the third video, Badr relives an experience about missing a critical football match, which takes the viewers directly onboard where he is watching live TV from his in-seat screen, a feature available on almost every Emirates flight. The comedian was able to enjoy his long-awaited football match, without missing a sporting highlight.


Careem honors outstanding captains in Riyadh

Updated 12 December 2018
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Careem honors outstanding captains in Riyadh

Careem held the first edition of its Captain’s Excellence Award Ceremony in Riyadh on Saturday. The event, which will be held annually, was the first-of-its-kind in the region and welcomed over 300 top-performing “captains” (Careem drivers) across the Kingdom. 

The captains were awarded based on different criteria such as: Captains with the highest number of trips, highest (customer-given) ratings and longest serving captains. Rewards were also handed out to captain ambassadors, i.e. those with the highest number of referrals and captains that were given a special shoutout on social media by customers for their dedication to their service. Several rewards were handed out along with the grand prize, a brand new car. 

Abdulla Elyas, chief people officer and co-founder of Careem, opened the event with an ode to the captains in attendance, thanking them for their service and commitment in driving impact through meaningful initiatives across the Kingdom. Some of these initiatives included the vaccination campaign in collaboration with the Ministry of Health, which helped more than 100,000 men, women and children across 17 cities get vaccinated in their own homes. Careem also collaborated with Bupa Arabia during Ramadan this year to donate clothes from customers to people in need, where over 180,000 donations were collected. 

Elyas also announced Careem’s partnership with Alwaleed Philanthropies (AP) in delivering the first installment of cars for the empowerment of people with special needs. The foundation, chaired by Prince Alwaleed bin Talal, will provide a number of cars over the course of seven years to men and women of the Society for Physically Disabled Adults (Harakia) after being trained.

“Our captains are the lifeblood of our business and we wanted to celebrate these men and women for helping us achieve our mission of simplifying and improving the lives of people in the Kingdom,” Elyas said. 

“We are proud to have 395,000 ‘captainahs’ (female drivers) and captains registered with us to date in Saudi Arabia, providing over 122 million rides. This ceremony is our small way to thank them for their service and reward them for the hard work they put in every day so that people have a safe way to get around. Without them, we wouldn’t be where we are today” 

Muaaed Al-Saeed, a representative from the Public Transport Authority (PTA), said: “We are excited to have you all; you have overcome each obstacle you were faced with in a short span of time and for that we are extremely proud.” 

He added: “On this occasion, I convey the regards of PTA President Dr. Rumaih Al-Rumaih. The participation of myself and Majed Al-Zahrani, PTA general manager, is proof of our support to all the captains.”