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Abu Dhabi, UAETuesday 18 December 2018

Emirates rocks on with new $15m ad campaign

Promotion pushes Dubai and carrier's network set to British band Queen's Don't Stop Me Now

A screengrab from the new Emirates advert.
A screengrab from the new Emirates advert.

Emirates' new US$15 million ad campaign, to boost travel and promote the airline’s network Dubai, features a British rock song described as the most uplifting track in the UK charts in the past 50 years, the carrier said.

Don’t Stop Me Now by Queen, first released 37 years ago, is the soundtrack to the ad that shows key destinations and Emirates’ onboard features, reminiscent of a visual storytelling style that show “a picture within a picture”, according to Emirates.

According to the cognitive neuroscientist Dr Jacob Jolij, Don’t Stop Me Now - which went platinum in both the UK and US, meaning it sold more than 1 million copies when first released - has all the ingredients of a feel-good song.

Last month, Dr Jolij analysed data from a survey conducted by electronics company Alba, which asked 2,000 people to reveal their favourite feel-good songs in the British charts since 1967.

From his study, he drew this conclusion: a fast tempo (about 150 beats per minute), a major key and happy lyrics are the key common elements of a feel-good song - qualities that in many ways reflect Emirates' UAE home - and the Queen track came out top.

“Emirates and Dubai have always been inextricably linked," said Boutros Boutros, Emirates’ divisional senior vice president for corporate communications, marketing and brand.

"Each day, Emirates operates more than 500 flights that connect Dubai to the world, and the world through Dubai. Since day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors.

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Mr Boutros said the Queen track was chosen "to remind people of the excitement of travel”.

The campaign will run in key markets around the world starting from Monday October 15. It was conceptualised and scripted in-house and shot by award winning director Vaughan Arnell. The “no-cuts” continuous camera transitions were supported by cutting-edge CGI work from MPC in London, the studio responsible for the Oscar winning special effects work for 2016s The Jungle Book.

Emirates is the world’s largest international airline, connecting over 150 destinations in 84 countries to - and through - its Dubai hub.