Emirates has launched a new marketing campaign to promote its award-winning Economy Class, featuring humorous videos that show the lengths some travellers will go to in order to try and blag an upgrade.
Each spot ends with the ultimate tip for travellers: “Don’t upgrade your seat, upgrade your airline. Fly Emirates.”
“In today’s environment where others are stripping amenities from their cabins and shrinking legroom, we believe travellers can relate to the desperate lengths that some people might go to, in order to get their seat upgraded,” says Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing and Brand.
“Our message is simple – why try so hard to upgrade your seat when you can fly Emirates instead?”
“You are my silver foxy check-in lady, you wanna have my ginger baby…” – the ‘Serenade’ angle …
The campaign was created by Y&R London and directed by ‘Jones’ (AKA Michael Woodward and Maximilian Baron). It will be run worldwide throughout 2018 in Emirates’ key markets including Australia and New Zealand.
Try the special occasion ‘trick’
The airline will also be rolling out a selection ‘vignettes’ on its own social media channels over the coming weeks, featuring a different “upgrade trick” each time.
Use your ‘special powers’