48 Hours: Emirates
Brief: Position Emirates as the number one global carrier to the Independent readership. Align Emirates with one of our respected pillar brands to develop a strong relationship and build a higher awareness of Emirates destinations.
Objectives:
- Continue to position Emirates as a global carrier
- Continue with Emirates brand building programme
- Promote new routes i.e. Beijing
- Promote both Business and Leisure travel
- Communicate New Product Development i.e. more comfortable seats, 500 channel TV etc
Print: Emirates were given exclusive sponsorship of the 48 Hours pillar brand.
For 26 weeks over a 12 month period The Independent will produce 48 hours that will feature 26 of Emirates key priority destinations.
Simon Calder, Travel Editor, confirmed all 26 destinations with a schedule of when they will run throughout the year. Each week we ran an Emirates key priority destination and worked with Emirates and Mediacom to produce a flight or tour offer that related to the editorial. This took the form of a 5x12 strip running along the bottom of the entire double page spread.
Each time we featured a key priority destination, the 48 hours editorial was sponsored in association Emirates. Each time we featured a key priority destination, Simon Calder only mentioned the top 3 direct route carriers, including, of course Emirates.
Online: There was an online replication of all 26 '48 hours' print articles, with live links to Emirates website. Emirates was placed above each sponsored '48 hours'.
There were a minimum of 150,000 skyscrapers per month to drive traffic to the Emirates site. It consisted of a Book a flight search facility which was placed at the bottom of each of the 26 '48 hours'.
There were a minimum of 4 insertions per month in our daily e-mail newsletter with links to the Emirates website. The Emirates Collection; We produced PDF's of each print article that enabled the reader to print off a full colour version (as it appeared in The Traveller).
- 82.8% of Independent readers have been on holiday in the last 12 months, a higher proportion than any other readers of a quality newspaper.
- 64.2% of Independent readers travelled by air in the last 12 months.
- 66.9% of Independent readers have been on 2 or more holidays in the last 12 months, a higher proportion than any other readers of a quality newspaper.
- 64.9% of Independent readers are interested in the travel section of the newspaper.
- Independent readers spent on average more money on their last holiday than readers of any other quality newspaper.
Online Results:
| Campaigns | AdViews | AdClicks | Click rate |
|---|---|---|---|
| Total | 20,763,831 | 40,180 Clicks | 0.19% (0.07% Avg.) |
| Campaigns | COOKIES |
|---|---|
| Number of active cookies | 20,427,132 (98.38 %) |
Results from Survey
- Overall awareness of Emirates 96%
- For leisure purposes 23% have flown with Emirates
- For business purposes 10% have flown with Emirates
| Users: | Non-Users | Experience Gap | |
|---|---|---|---|
| Likely to fly | 86% (again) | 46% | +40% |
| Friendly | 64% | 36% | +28% |
| Good value | 46% | 21% | +25% |
| Good service | 81% | 62% | +19% |
| Comfortable | 65% | 50% | +15% |
| Innovative | 27% | 18% | +9% |
| Premium | 39% | 57% | -18% |
Independent Readers View of Emirates:
I always associated Emirates with higher end/business travel to economic centres in the Middle and near East. Now I realise you target a broader travel sector
Its raising its profile amongst sophisticated consumers
Quality, reliable, high standard of service, trusted
Innovative and forward thinking
Excellent PR, congratulations!
Innovative airline
Wants to reinforce the brand image by linking to a high-end newspaper and promoting the destinations it serves
Its innovative and should be found to be very attractive and indicates, as with the newspaper, a genuine liberal culture
Contact
Richard OConnor
Creative Solutions Director
Tel: 0207 005 2092
Mob: 07747 567 723
Start Date: February 2005 (A follow on campaign started 2006)