Emirates’ $15 million campaign to promote Dubai

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Emirates has introduced a $15 million campaign to inspire travel and promote the airline’s network of global destinations including its home, Dubai.

The campaign is backed by the song ‘Don’t Stop Me Now’ by Queen, which was found in a scientific study to be the most uplifting or feel-good tune on the UK charts in the past 50 years.

Boutros Boutros, Emirates’ Divisional Senior Vice President for Corporate Communications, Marketing and Brand, said: “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. 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.

“At Emirates we believe that people, regardless of their backgrounds, have a strong desire to travel and experience the world for themselves. They want to be inspired, to discover, and to have fun. That is why we chose to use the Queen soundtrack, and a creative approach that was uplifting and energetic, to remind people of the excitement of travel.”

The campaign runs in key markets around the world, which started on 15 October 2017. It was conceptualised and scripted in-house and shot by director Vaughan Arnell. The “no-cuts” continuous camera transitions were supported by CGI work from MPC in London, the studio responsible for the Oscar-winning SFX work for ‘The Jungle Book’.

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