In a significant development, Dubai-based Emirates Airline has called for a pitch to decide on an agency partner for its Rs 10 crore plus advertising account. The pitch is being conducted out of the Mumbai office, and according to reliable industry sources, six agencies had presented their credentials in the first round. The names include Euro RSCG, Saatchi & Saatchi, TBWA India, Leo Burnett, RK SWamy BBDO and Lowe.
The agencies, which have been shortlisted for the second round of presentations, include RK Swamy BBDO, Euro and Saatchi & Saatchi. As of now, a brief has been allotted to the shortlisted agencies. The second round of presentations is expected mid month. The account was previously being serviced out of Grey Worldwide, which includes both the creative and the media part of the business. The business moved to Grey in 2003 after a pitch, which included the likes of O&M, Everest and Lowe.
Along with the airline package, Emirates Holidays ( Tourism) is also up for grabs. The very same agencies are being scrutinized for the tourism package as well.
Emirates Airline has been adventurous with its spends on advertising and communication. For instance, one of the most memorable campaigns in the past, focused on comfortable and luxurious traveling experience provided by the airline. "Why can't life always be this good?" said the text of the campaign and it highlighted Emirates' value-added services.
Globally, Emirates Airline works with around 60 shops across various regions and with this move, it is apparent, the company is looking to leverage the benefits of a consolidated business in the Asian region. It has won nearly 200 international awards for excellence since its launch in 1985.