Executed by DDB Mudra, the three TVCs highlight different ways in which destinations can be experienced, rather than merely visited
Shachi Tapiawala | Mumbai | November 22, 2012
Emirates, the largest international airline operating out of India, has unveiled a new TVC to create awareness of the scale and scope of Emirates' expanding network in Europe, America and Africa. DDB Mudra conceptualised and executed the three TVCs.
Commenting on the campaign, Essa Sulaiman Ahmad, Vice-President India and Nepal, Emirates, said, “The Emirates audience consists of new-age travellers. They are curious and open-minded – they are quick to make connections with strangers, to embrace new cultures and are inspired by the uniqueness of the cities and countries they visit. Our campaign speaks directly to this audience by showcasing the distinctive charms of three very different continents – Europe, Africa and the Americas. It highlights the many different ways in which these destinations can be experienced, rather than merely visited.”
The TVC showcases the different destinations Emirates flies to, while highlighting their services and hospitality. The communication brings alive the unique beauty and character of each of the continents – from Europe's many memorable charms to the constant enjoyment and excitement the Americas afford. The three TVCs encourage travellers to not just visit but to explore these destinations, and promise them award-winning hospitality along the way.
Meeti Shroff, ACD, DDB Mudra, said, “Charged with the mandate of showcasing Emirates' international destinations, the new campaign brings alive the global network by encouraging travellers to embrace new experiences, people and places, and to be inspired by the world they live in. It appeals to new-age travellers who aren't defined so much by their nationality as their comfort in and openness to the varied cultures of the world. Tapping into universal themes set in the context of the continents Emirates flies to, it urges people to return richer from their travels."
Raaj Arora, Group Director-Brand Communications, DDB Mudra, added, “The three destinations portrayed look at tourism during the month of December and January. Similar brands promote themselves by generally focusing on their services or their luxury journey. We however, have portrayed not only these things but the destination and its beauty too which was well executed through the creatives.”
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Emirates is running the campaign through the line to promote the three regions via TV, print, outdoor, radio and digital. Additionally, Emirates has promoted the TVCs through brand tie-ups such as the recently held HT Summit.
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