Emirates reviews £35m global media business

Dubai airline Emirates is reviewing its global media account, which is worth an estimated £35m.

The business is currently held by WPP Group's MediaCom, which also looks after the carrier's UK media planning and buying. A request for information has been sent to agencies ahead of a pitch, although no timetable has been established. Susie Hardie, Emirates media manager, is overseeing the review.

Emirates aims to improve its network and develop its use of media channels. The airline added a non-stop Dubai-Houston flight this month, and plans to significantly expand services to Australia by 2010.

It is backing the introduction of non-stop routes to Sao Paulo with what has been dubbed the world's longest ad. The online execution runs for 14 hours and 40 minutes - the same length as flights to the destination from Dubai - and features a Brazilian talking continuously about his country. The activity has been created by Lean Mean Fighting Machine.

The airline is also investing heavily in raising brand awareness via its sponsorship of Arsenal FC, the Twenty20 cricket world cup, which took place in September, and this year's Rugby World Cup.

Emirates' creative account is handled by Leagas Delaney. The relationship will not be affected by the media planning and buying review.

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