Emirates calls £10m UK ad review

Emirates has kicked off a pitch for its £10 million UK advertising account.

Emirates: reviewing UK advertising
Emirates: reviewing UK advertising

The airline has issued an RFI to agencies and is currently compiling a longlist of shops to pitch for the business.

One source suggested that the airline is looking to integrate its above- and below-the-line UK activity into one agency and that, while the brief focuses on the UK, there may be a chance to create international work over time.

Emirates appointed Chemistry to handle its UK advertising in 2010 and its global advertising agency of record is StrawberryFrog.

An Emirates spokesman said: "Emirates is currently in the process of reviewing its advertising support in the UK. This is something that is done periodically in markets across the world. Emirates is in the primary stages of the pitch process in the UK and is currently looking at a number of agencies that can best support its new brand platform, Hello Tomorrow."

The brand launched a global campaign, entitled "hello tomorrow", by StrawberryFrog in April. The activity, which included a TV spot and print ads, focused on connecting people and cultures through travel.

Emirates launched a UK brand campaign last year by Publicis Chemistry that highlighted the airline’s service for passengers. The press and outdoor work showcased Emirates’ on-board service, asking the question: "Why doesn’t everyone fly this way?"

Publicis Chemistry also created activity last November that aimed to raise awareness of Emirates’ sponsorship of the new Thames Air Line cable car project.

In April, Emirates appointed Razorfish to handle its global social media activity after a pitch. The agency was charged with creating a Facebook page as the first step in establishing the brand’s social media footprint. 

The airline is now hoping to make its brand more relevant to a wider audience, as well as drive loyalty among existing customers.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).