Strawberryfrog triumphs in five-way pitch for place on Emirates roster

The national airline of Dubai, Emirates, has added Strawberryfrog to its global advertising roster.

The Amsterdam-based ad agency saw off competition from four undisclosed agencies to triumph in the pitch held in New York before Christmas.

Strawberryfrog's brief will be to create a global TV campaign to promote the launch of the airline's innovative Airbus A340-500 and more specifically the onboard first-class private suites.

The campaign is expected to break in the spring across the UK, the US, Australasia and various parts of Europe.

A full launch in the US had to be delayed following the terrorist attacks on New York on 11 September 2001.

Brian Elliott, a partner at Strawberryfrog, said: "We think that working together as a team is the best way to develop a marketing campaign that understands the Emirates brand, as well as the interests, needs and sensibilities of global travellers, while leading to an enduring campaign that creates brand and product heat."

Emirates' extensive global roster includes PSI Advertising and Saatchi & Saatchi.

Before the end of its contract with the airline, St Luke's created a £20 million debut global advertising campaign, which attempted to transform Emirates' image from a regional specialist into a major world carrier.

Mike Simon, the senior vice-president of corporate communications at Emirates, said: "We are tapping into Strawberryfrog's creative thinking power, so together we can develop a provocative new campaign for our A340-500 product."

Emirates was established in 1985 and recently spent £10 billion pounds in upgrading its fleet.

The Airbus service was introduced in December, flying primarily on Emirates' long-haul journeys.

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