"The extensive range and high-impact of the Emirates Airline communications campaign made it the best in the business." That was the opinion of judges who awarded the Dubai-based international carrier the prestigious Official Airline Guide (OAG) Best Marketing Campaign.
Winners of the 23rd annual OAG Airline of the Year Awards were recently announced in a ceremony in London and the event was attended by senior executives across the industry. The award recognised innovation and effectiveness in marketing activity for Emirates' launch campaign for its direct services to New York.
British television personality, Eamon Holmes, described why Emirates finished on top. He said, "One nomination stood head and shoulders above the rest. The Emirates campaign focussed on the launch of a new route - the first time the airline had flown into North America. Centred on experiencing everyday New York, it featured iconic images and humour that brought Times Square to life. Also, in India, one of its main feeder markets, Emirates attained an 11 per cent market share."
Mike Simon, Emirates Senior Vice President Corporate Communications said, "Winning this prestigious award is a significant honour and recognition of the high-impact integrated campaign we delivered for the new Emirates service between Dubai and New York. It covered a range of activity across advertising, public relations, sponsorship, online and other initiatives.
He added, "Marketing is actually not a word we use within the airline - it's something that we believe is the responsibility of everyone in the business - although traditional marketing activities sit within Corporate Communications and we are incredibly proud of receiving this accolade."
Emirates was also given the title of Best Airline Based in the Middle East/Indian Subcontinent.