DUBAI, 4 March 2005 — Emirates Airline recently launched its worldwide advertisement campaign to mark its official partner status of the 2006 FIFA World Cup, and “already the campaign is winning fans around the globe.”
Based on Emirates’ hugely successful and award-winning ‘Keep discovering’ campaign, the advertisements speak the language of the fans and the passion of football in a truly international and global context. “The message of the campaign is that wherever you go and whatever cultural background you have, you’ll find people all around the world who have one thing in common -- We all speak one language: Football,” an Emirates spokesman said.
The campaign, developed by Saatchi & Saatchi in Germany, has been winning plaudits with fans in online polls across Europe. Readers of Italy’s ‘W&V’, a trade press for marketing, advertising and media, and Germany’s ‘TV Spielfilm’, a magazine for TV programs in Germany, have both voted the advertisement as among their favourites on air. TV Spielfilm’s description of the campaign’s success was simply summed up: “Sun, beach, fun — there is a language everyone understands”.
Emirates’ sponsorship of the 2006 FIFA World Cup is a major part of the airline’s ongoing marketing focus of using sports sponsorship as a way to reach it passengers and connect directly with them and to maximize exposure of Emirates as a truly global brand — and this campaign perfectly reflects that strategy.
“For Emirates, sponsorship is an important means of reaching out to our passengers worldwide, through sharing and supporting their interests. Our massive investment in football underscores our confidence in the continued international growth of Emirates, and in the growth of Dubai as a regional hub for business, tourism and sports,” Emirates Chairman Sheikh Ahmed ibn Saeed Al-Maktoum said.
The multi-million dollar advertising campaign that comprises TV, cinema, print, outdoor and online, taps into fans’ passion for football as well as reinforcing the nature of Emirates as a global airline through clever and original visuals.
