The Dubai-based airline, Emirates is waving goodbye to it’s famous “Hello Tomorrow” slogan as it launches a brand new motto which the airline says is a “bold new brand promise” that invites travellers to ‘Fly Better’. The motto will feature prominently in a new global ad campaign, including a TV and cinema commercial.
Directed by Michael Gracey of ‘The Greatest Showman’ fame, the new commercial will “take viewers on a fantastical journey as a cabin crew member morphs into an energetic dancer.” The ad highlights Emirates’ award-winning in-flight entertainment system – including upgraded to include at least 1,000 movies from “Hollywood, Bollywood and beyond” on every flight.
A second commercial will run at the same time and will feature destinations from Emirates’ diverse global network. A new song has been specially composed just for the commercial (maybe even the new boarding music) and will take viewers from the plains of Kenya and the wonders of Paris to the heights of the Burj Khalifa.
“On this day in 1985, Emirates flew its first customers from Dubai to Karachi. While the airline has grown exponentially since, our promise to customers remains unchanged,” explained the airline’s longtime President, Sir Tim Clark.
He continued: “Flying Emirates means enjoying a better flying experience.” Sir Tim listed a number of innovations that Emirates has been responsible for over the years, including individual seatback televisions at every seat, fully enclosed First Class suites and of course, shower spa’s on its fleet of Airbus A380 aircraft.
The global advertising campaign, as well as the rollout of the new slogan, is slated to start on 1st November with Emirates buying a primetime slot on UK television during Saturday night’s X Factor show. Print advertising, as well as updated airport signage, will then start appearing afterwards.