Emirates launches $15 million “Don’t stop me now” ad campaign

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The one-minute ad spot, shot by award-winning director Vaughan Arnell, utilizes clever camera work that seamlessly transitions between key destinations and Emirates’ onboard features. (Courtesy Emirates YouTube)
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The one-minute ad spot, shot by award-winning director Vaughan Arnell, utilizes clever camera work that seamlessly transitions between key destinations and Emirates’ onboard features. (Courtesy Emirates YouTube)
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The one-minute ad spot, shot by award-winning director Vaughan Arnell, utilizes clever camera work that seamlessly transitions between key destinations and Emirates’ onboard features. (Courtesy Emirates YouTube)
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The one-minute ad spot, shot by award-winning director Vaughan Arnell, utilizes clever camera work that seamlessly transitions between key destinations and Emirates’ onboard features. (Courtesy Emirates YouTube)
Updated 15 October 2017

Emirates launches $15 million “Don’t stop me now” ad campaign

DUBAI: Emirates on Sunday launched a $15 million rock-inspired advertising campaign to promote airline’s extensive network of global destinations including its home and hub, Dubai.
The carrier’s latest campaign is backed by the legendary British rock band Queen’s soundtrack “Don’t stop me now”, which was found in a scientific study to be the “feel-good” tune on the UK charts in the past 50 years.
The ad, shot by award-winning director Vaughan Arnell, utilizes clever camera work that seamlessly transitions between key destinations and Emirates’ onboard features, reminiscent of a visual storytelling style that show “a picture within a picture”.
The one-minute spot culminates in Dubai, with a soundbite on how Emirates connects the world via Dubai. The campaign will run in key markets around the world starting from 15 October.
“Emirates and Dubai have always been inextricably linked. Each day, Emirates operates more than 500 flights that connect Dubai to the world, and the world through Dubai,” Boutros Boutros, Emirates’ Divisional Senior Vice President for Corporate Communications, Marketing and Brand, said in statement.
“Since day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors.”
The Dubai carrier has previously tapped US actress Jennifer Aniston in its previous campaigns, particularly for its Airbus A380 service.
Emirates’ strategy to get the former Friends star as brand ambassador was emulated by next-door neighbor Etihad Airways, who brought on board Oscar-winner Nicole Kidman for the Abu Dhabi carrier’s campaign featuring a 360-degree virtual reality film titled Reimagine.
Turkish Airlines also launched a commercial featuring Hollywood heavyweight Morgan Freeman in February during the 51st Super Bowl, which was the most-watched show in US TV history.


Turkey on brink of recession as economy collapses

Updated 13 August 2020

Turkey on brink of recession as economy collapses

  • Consumer debt has increased by 25 percent to more than $100 billion in the past three months

JEDDAH: President Recep Tayyip Erdogan’s popularity is plunging in lockstep with Turkey’s collapsing economy and the country is on the verge of a potentially devastating recession, financial experts have told Arab News.
The value of the Turkish lira has fallen to 7.30 against the US dollar and the central bank has spent $65 billion to prop up the currency, according to the US investment bank Goldman Sachs.
Consumer debt has increased by 25 percent to more than $100 billion in the past three months as the government moved to help families during the coronavirus pandemic, but the result has been a surge in inflation to 12 percent.
With the falling lira and increased price of imported goods, the living standards of many Turks who earn in lira but have dollar debts have fallen sharply.
The economy is expected to shrink by about 4 percent this year. The official unemployment rate remains at 12.8 percent because layoffs are banned, although many experts say the real figures are far higher.
To complete the perfect storm, tourism revenues and exports have been decimated by the pandemic, and foreign capital has fled amid fears over economic trends and the independence of the central bank.
Wolfango Piccoli, of Teneo Intelligence in London, said logic dictated an increase in interest rates but “this is unlikely to happen.”
Piccoli said central bank officials would strive to avoid an outright rate hike at their monetary policy meeting on Aug. 20. “A mix of controlled devaluation and backdoor policies, such as limiting Turkish lira’s liquidity, remains their preferred approach,” he said.
There is speculation of snap elections, and Erdogan’s view is that higher interest rates cause inflation, despite considerable economic evidence to the contrary.