Transforming Emirates Airlines from a Middle Eastern airline to a global lifestyle brand.
Becoming culturally relevant.
Our identities have gone global. Where we used to be defined by where we came from, we’re now defining ourselves by where we’ve been and where we’re going. Emirates travellers are part of this community of global citizens, people who see International travel as an opportunity to better themselves and their world.
To show how the airline gives them access to new experiences, new people and new ideas, helping them realise their potential through travel. So we created a pitch-winning brand purpose, platform and cultural movement for all those ready to greet the future head-on - a big idea brought to life in two simple words:
‘HELLO TOMORROW'
Two words that summarise the ambition, curiosity and appetite for life that global citizens and Emirates thrive on.
A borderless approach.
Hello Tomorrow was launched in over 80 markets across the world- expanding from purely communications to an engagement, product and service innovation model. After extensive research and testing we completed a total overhaul of the visual identity, a 360 campaign, on and offline, global marketing toolkit for agencies worldwide, new content strategy and mapping, and the production of a sponsored content series for BBC World News & CNN International. The series demonstrated the transformative power of travel when people of different talents and cultures connect, exchange perspectives and create new ideas together … that tomorrow truly has many authors.
Getting the crew onboard.
The platform also united Emirates’ diverse, multilingual crew who shared unique cultural expressions from around the world in a series of short sharable films. The films helped people make new, entertaining exchanges with each other via social media, whilst building affinity with cabin crew and the brand, showing that tomorrow always speaks your language.
Flying into the future.
In the following 3 years, we successfully moved into a more globally-minded and contemporary lifestyle positioning. All of Emirates platforms, from SkyCargo, Holidays, Aviation University and employee recruitment programmes were integrated with the Hello Tomorrow platform. The airline increased its brand value by 34% to become the most valuable airline brand in the world. Today we’re excited to be continuing to develop branded content programmes, alongside a variety of lifestyle loyalty services together.
