Emirates unveils new campaign to connect travellers

24th Feb 2013
Emirates unveils new campaign to connect travellers

Emirates has unveiled a new campaign showcasing the lighter side of language. Named “Share a Smile” the airline has created 29 videos in 14 languages featuring members of its cabin crew expressing quirky and unusual expressions and greetings from around the world.

“Share a Smile” is the latest step in Emirates’ global brand campaign Hello Tomorrow, which aims to inspire people across the world to explore and connect with each other across cultures and borders.

“Emirates ‘Share a Smile’ has been created to showcase not only the breadth of linguistic skills amongst our international and multi-lingual crew, it is also intended to help build cultural understanding in a light-hearted way amongst travellers,”  said Sir Maurice Flanagan, Executive Vice President Emirates Airline and Group.

Through the set of light-hearted 15 second animated videos designed to make people smile, Emirates’ multilingual crew explain the meaning behind popular local phrases like ‘Don’t make an elephant out of a fly’ (Russian), ‘You’re so pretty it made a bang’ (Cantonese) and ‘You’re the cat’s whiskers’ (English). There is also a compilation behind the scenes out-takes video showing the fun the crew had making the films.

Flanagan continues: “As we researched the phrases it became apparent that although many may sound unusual to non-native speakers when they first listen to them, when the translated meaning is given the sentiments resonate internationally.


“‘Share a Smile’ is meant to do just that, encourage “globalistas” to learn about different cultures in an amusing way. The campaign is a celebration of how a kind word or phrase can connect friends and strangers alike across the world.” Flanagan added.

The 29 videos in the campaign have been filmed in 14 languages: Arabic, Cantonese, English, French, German, Greek, Italian, Japanese, Korean, Mandarin, Portuguese, Russian, Spanish and Turkish. 

The campaign was created by Emirates to help “globalistas” connect with each other through watching the videos and sharing them with their friends and family.


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