Emirates Airline has appointed the AMV BBDO, subsidiary Traffic Interactive to handle its £4 million new media business following a five-way pitch against undisclosed agencies.
Traffic will handle strategic and web development work for the Dubai-based airline, which is currently reviewing its £15 million international media account.
The biggest task the agency will undertake will be the redevelopment of Emirates website, emirates.com, to give it a more customer centric focus. This will include allowing customers to personalise the site and online booking services. The redeveloped site will launch in July.
The agency's first project has been the development of a microsite for the Dubai Shopping Festival, which begins in March. The site will be supported by a series of tactical as well as brand building activity.
Mark Wooding, client services director at Traffic Interactive, said: "Delivering the customer focus is very important. Emirates' whole positioning is about customer care and offering a personal service. The web is a natural extension of that."
Traffic will also be involved in producing a virtual agency extranet for Emirates. It will allow the Emirates marketing team to easily interact and collaborate with its 30 marketing services agencies around the world.
The emirates marketing department is based in Dubai. So an extranet will be build to share assets and allow agencies to interact. We are sharing all the agencies' efforts.