Emirates is preparing to unveil a giant globe, which will form the centrepiece of a spectacular and much talked about stand at the Arabian Travel Market (ATM) 2007 in Dubai. The Emirates Globe, as it is known, is the most innovative to date produced by the Dubai-based international travel and tourism group and will host a fascinating interactive journey for those visiting the ATM, which takes place May 1-4th.

Mike Simon, Emirates’ Divisional Senior Vice President, Corporate Communications said:

“We are always seeking to push the boundaries of excellence and the new Emirates stand epitomises that philosophy. The 3-storey Emirates Globe is a huge captivating spherical structure, signifying Emirates as a global brand. We always like to trigger discussion in the market by leading the way and our offering this year will certainly do that.”

Standing 9.5 metres in height and boasting a 484 square metre footprint, it will primarily showcase Emirates Hotels and Resorts, the group’s new premier hospitality management division.

A special zone, equipped with interactive presentations, will be set up to give visitors the real touch and feel of the award winning Emirates Al Maha Desert Resort and Spa, nestling serenely in the Dubai Desert Conservation Reserve.

Following a One Continent theme, a similar area will bring home the warmth, hospitality and luxury of the Emirates Wolgan Valley Resort and Spa in Australia, right down to the actual premium furnishings.

Mr Simon said: “This is a company of many cultures, serving many more cultures around the world. The Emirates Globe symbolises our global multi-national thinking, while at the same time realising the pricelessness of the personal touch.”

He went on: “This is a fantastic opportunity to raise the profile of Emirates Hotels and Resorts. In addition to the much decorated Emirates Al Maha Desert Resort and Spa and our Emirates Wolgan Valley Resort and Spa in Australia, our exhibition will also have a wealth of information about the other properties within the Emirates Hotels and Resorts division.”

They are; Emirates Marina Hotel & Residence (opening September 2007 in Dubai), Emirates Green Lakes Serviced Apartments (opening early 2008 in Dubai), and Emirates Park Towers Hotel & Residence - scheduled for completion in 2010, also in Dubai.

Among the globe’s other features are meeting rooms, bar and catering facilities, a VIP reception area and images from the latest sizzling Emirates cabin crew photo shoot.

On the fringes of the stand, visitors will be able to sample the exquisite facilities in Emirates Airline First Class (available on the Airbus A340-500) in a specially recreated cabin area.

The groundbreaking project has been steered by the Emirates’ in-house promotions team, in conjunction with UK-based designers, The Pulse Group Limited.

Pulse Group Managing Director Gerry Ellender said:

“The Emirates Globe is the result of 10 months of close collaboration with Emirates - and the end result is the most far reaching and captivating stand likely to be seen on the exhibition circuit anywhere in the world this year. It’s a superb platform to showcase Emirates products in a stimulating, interactive and eye-catching environment.”

The ATM is the region’s leading travel and tourism exhibition, drawing key market players from six continents over four days.

The forum, now in its 14th year, includes intensive meetings, seminars, networking opportunities, press conferences and exhibitions for the public - who have access on days 3 & 4.

Mr. Simon added: “As a leading international travel and tourism operation, Emirates is extremely proud of the quality and breadth of its product portfolio. It is important for us to maintain a high degree of awareness about what we do as we reinforce our position as a major player on the international stage. The ATM serves that purpose, but at the same time, it is a wonderful forum for business, fun and interaction with our industry partners and those we hold most dear, our customers.”
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