 Emirates
“A High Profile U.S. Introduction” Program
Situational Analysis
As a leading expert in aviation public relations,
M. Silver Associates was hired to launch Emirates airlines to
the US market in 2004. Facing a rapidly changing, highly competitive
international airline arena and with other international carriers
already serving the destination, M. Silver was tasked with pre-selling
the airline, its new A340-500 aircraft and establishing a dominant
brand presence prior to the start up of the first-ever direct
service from New York to Dubai. Challenges encountered by the
agency included limited pre-launch advertising support and low
awareness of Dubai in the US as a travel destination or airline
hub. In addition, there was a pervading lack of general knowledge,
misinformation and confusion about the Middle East among North
Americans, especially following the events of September 11, 2001.
Statement of Objectives And Goals
- Position Emirates as a global airline and the carrier of choice
to the Gulf and the Middle East and points beyond
- Promote Dubai as one of the most modern, progressive, safe
and technologically advanced commercial centers in the Middle
East
- Showcase the airline’s outstanding and award-winning
service levels, in-flight experiences, profitability, fleet,
safety record and global reputation
- Focus on the airline’s highly professional and seasoned
senior management to create a leadership position in the aviation
industry
Program Planning and Strategy
To create positive awareness for Emirates and generate greater
demand for the airline, M. Silver devised an aggressive multi-tiered
B2B and B2C communications campaign. Planning and strategy included:
- Visiting Journalist Program – Secured
high-profile media to travel to Dubai to visit company headquarters,
tour its facilities, become more familiar with the destination,
meet with Emirates senior management and experience Emirates’
service levels via existing routes
- Media Events – Organized press events,
pre- and post-launch in New York City, Boston and Washington
DC introducing Emirates Airlines, the new service, as well as
Dubai as an emerging “hot” destination to leading
travel, aviation and business media
- Media Tours – Brought senior Emirates
management to NYC for interviews, editorial round tables, and
broadcast appearances with top media outlets, including CNN,
New York Times, Wall Street Journal, etc.
- News Bureau – Created and distributed
a steady stream of news and information on Emirates to a variety
of media (aviation, travel trade, lifestyle, business, ethnic,
etc.) throughout the year via press releases, feature stories
and media alerts to build pre-launch awareness and credibility
for the airline
- Video News Releases – Created to showcase
innovative approach by the airline in creating unparalleled
in-flight passenger experiences, including new “cabin
in the sky” first-class suite concept
Results
Pre-launch exposure was solid for Emirates in the US (especially
New York) as well as for Dubai as an exciting travel destination
in such outlets as the Wall Street Journal, The New
York Times, USA Today, Travel & Leisure,
Time, Forbes, Travel Weekly and Travel
Agent. The VNR created to showcase Emirates’ unique
first-class suites was broadcast in over 20 major markets throughout
the United States. In addition, the successful June, 2004 arrival
of the first flight was extensively covered by business and industry
media, including CNN and CNBC. Subsequently, the airline has experienced
a surge in bookings from North American business and leisure travelers
and Dubai is becoming recognized as one of the top international
destinations of the 21st Century. Demand for the service has prompted
airline management to consider adding a second flight out of New
York and move ahead with its plans for additional routes across
the U.S.
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