Emirates receives Global Marketing Award

One of the world’s fastest growing airlines, Emirates, has been awarded the prestigious fifth Airline Strategy Marketing Award, organised by Airline Business magazine, during a ceremony in London.

Emirates says that this award is particularly welcomed as it sees all airlines judged in competition with one another and believes that it shows that Emirates shines above its peers in the industry.

The Editor of Airline Business, Mark Pilling, who chaired a prestigious judging panel of top executives, explained the rationale for making the award, saying, “It is ironic that Emirates shuns the use of the word ‘marketing’ in all its job titles and descriptions and this is not because it disapproves, but because it believes the word is too amorphous and could become a reason to spend money without clear objectives”. “This kind of focus goes a long way toward explaining why the Emirates marketing programme was so effective”.

Mr Pilling continued: “Apportioning its efforts between sponsorships and advertising has evolved to the point where there is now a 50/50 split, with sponsorships deliver fast brand awareness that advertising tries to turn into sales”.

“Advertising, too, is unconventional at Emirates, with the airline having an unique virtual agency network with 120 public relations and advertising agencies around the globe co-ordinated through its EmPower extranet”.  “When the airline plans to launch a new campaign it distributes a briefing, invites agencies to submit a concept and then chooses the best from a creative point of view and through such links each local agency is effectively part of a global agency”.  “This is the thinking that has produced a consistently excellent marketing programme at Emirates, even though it prefers not to call it that.”

Accepting the award from Flo Lugli, Senior Vice-President Airline Solutions, Maurice Flanagan, Executive Vice-Chairman Emirates Airline and Group, said, “The word marketing is a misnomer and one we’ve always avoided”.  “The function sits clearly within our Corporate Communications department, which has been massively successful in promoting our business through a cohesive strategy covering media relations, sponsorships, events, advertising and web initiatives”.

“This has enabled us to develop a brand that is now recognised across the globe, and ensure that Emirates is renowned for the quality of service and product that we offer our customers”. 

“Receiving accolades like this, from our peers and colleagues, inspires us to try even harder to be market leaders”.  “We promise not to rest on our laurels.”

Report by The Mole