The extensive range and high-impact of an
Emirates Airline communications campaign made it the best in the business.
That was the decision of judges who awarded the Dubai-based international
carrier the prestigious Official Airline Guide (OAG) Best Marketing
Campaign. Winners of the 23rd annual OAG Airline of the Year Awards were recently
announced in a ceremony at the Park Lane Hotel in London. One of the biggest
events on the international travel calendar, it was attended by senior
executives from across the industry. The award recognised innovation and
effectiveness in marketing activity for Emirates’ launch campaign for its
direct services to New York.
Evening compere and British television personality, Eamon Holmes, described
why Emirates finished on top. He said: “One nomination stood head and
shoulders above the rest. The Emirates campaign focussed on the launch of a
new route - the first time the airline had flown into North America. Centred
on experiencing everyday New York, it featured iconic images and humour that
brought Times Square to life.
He added: “After three months, revenue performance on the New York route was
above target by 375 per cent and passenger numbers by almost the same
amount. And in India, one of its main feeder markets, Emirates attained an
11 per cent market share - significant given the routing was indirect via
Mike Simon, Emirates Senior Vice President Corporate Communications said:
“Winning this prestigious award is a significant honour and recognition for
the high-impact integrated campaign we delivered for the new Emirates
service between Dubai and New York. It covered a range of activity across
advertising, public relations, sponsorship, on-line and other initiatives.
He added: “Marketing is actually not a word we use within the airline - it’s
something that we believe is the responsibility of everyone in the business
- although traditional marketing activities sit within Corporate
Communications and we are incredibly proud of receiving this accolade.”
Vic Sheppard, Emirates Vice President UK & Ireland, received the award from
the OAG Chief Executive, Les Higgins.
Emirates was also bestowed the title of Best Airline Based in the Middle