Emirates raises its brand to new heights – again

Emirates does very little by halves. Its latest campaign promoting the Expo 2020 Dubai backs that assessment in spades.

The campaign involved months of planning and involved a woman straddling the Burj Khalifa and an Emirates A380 in spectacular Expo 2020 Dubai livery flying behind her.

Emirates has again taken its brand to new heights with a brave stuntwoman dressed as an Emirates hostess standing at the top of the Burj Khalifa, holding up message boards with an invitation to visit Expo 2020 Dubai on the Emirates A380.

As she gestures to her ‘friend’, an Emirates A380 wearing the Expo 2020 Dubai livery flies in the background as she stands atop the world’s tallest building.

“Now at the halfway mark of its six-month run, the excitement and momentum around Expo 2020 Dubai remain strong,” says President Emirates Airline Sir Tim Clark.

“Our latest campaign boldly carries the Expo message and invites people to come and experience what is truly the world’s greatest show.

“There is nowhere else right now that offers the raft of attractions, top-class entertainment and music, riveting sports, vibrant country and themed pavilions, a thriving culinary scene and much more – all in one place. Dubai and the Expo are already top attractions and our aim is to give global travellers even more reasons to choose Emirates and Dubai for their upcoming winter and spring holidays.”

The project involved in-depth planning and meticulous execution, which can be seen in this ‘making-of’ video..

“The carefully choreographed flypast involved the A380 flying at a low altitude of only 2700 feet, the exact height of Burj Khalifa by Emaar,” reports Travel Talk.

“The aircraft also flew at a very low speed of 145 knots. To put that into perspective, the average cruising speed of an A380 is around 480 knots. The low speed ensured the aircraft could efficiently and continuously circle around the Burj Khalifa and achieve a tight radius without drifting away. In total, the Emirates A380 circled the Burj Khalifa 11 times to get a right selection of shots for the ad.

“The aircraft also appeared as if it was flying very close to the stuntwoman as she was standing on the Burj, when in fact it was over a half a mile away.”

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Written by Leon Della Bosca

Leon Della Bosca has worked in publishing and media in one form or another for around 25 years. He's a voracious reader, word spinner and art, writing, design, painting, drawing, travel and photography enthusiast. You'll often find him roaming through galleries or exploring the streets of his beloved Melbourne and surrounding suburbs, sketchpad or notebook in hand, smiling.
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