Emirates airline has launched a new global brand platform and direction, themed ‘Hello Tomorrow’, which positions the global airline as the enabler of global connectivity and meaningful experiences.

Designed for the age of consumer engagement and empowerment, ‘Hello Tomorrow’ is about inspiring people to greet tomorrow’s unlimited potential, now, a statement from Emirates said.

It is extending an invitation to try the unfamiliar, create new ideas, and form new visions. The theme encapsulates life’s potential and embracing the future with all the possibilities it holds, the statement said.

'Our new corporate image and global marketing campaign both underlines the confidence we have in our existing products and services, and the vision we have for the future growth of the airline,' said Sir Maurice Flanagan, executive vice chairman of Emirates Airline and Group. “Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people’s hopes, dreams and aspirations.”

“As the world becomes more interconnected, borders are being blurred and people are more mobile and globally focused than ever before; they are connecting, creating and sharing ideas that are propelling the world forward,” he said.

“Emirates, slated to become the world’s largest airline by 2015,  represents global individuals who we call ‘globalistas’ – they are our customers and multi-cultural work force which is made up of more than 45,000 people from over 165 different nations,” Flanagan added.

Globalistas represent individuals who look and live for new experiences. They are well travelled, or have aspirations to join the ranks of the well-travelled.

The ‘globalista’ is not defined by typical demographic statistics but by the places they have visited and the experiences they have shared. “They embrace the unlimited possibility of the future and are open to an invitation to try the unfamiliar - Emirates is the brand that is enabling this global lifestyle.”

The campaign was created with Emirates lead communications partner Strawberry Frog, the world's first Cultural Movement agency. “We’re building on decades of innovation in Emirates marketing to launch this new and innovative movement,” said Scott Goodson, chairman of Strawberry Frog.

“This bold next step for the brand will offer people who love the brand or want to experience the brand, inspiration to participate in this brave new world and spark new connections and experiences achieved through travel,” he said. 

 “The ‘Hello Tomorrow’ campaign is at the vanguard of the trend for global brands to spark movements not simply do advertising, connecting people, communities and encouraging them to join together to make a positive impact on society,” added Goodson.

The campaign launch, which begins today, features print, TV, digital advertising including some iconic billboards in New York’s Times Square and Milan’s central train station.

A series of vibrant messages that represent the spirit of Tomorrow – Tomorrow Brings Us Closer to; New People, New Experiences, New Styles, New Friends, will bring Emirates’ new vision to the marketplace.

Emirates website has also been refreshed to reflect the ‘Hello Tomorrow’ messaging.

“Beyond a look, the spirit of the brand and its evolution is being embedded internally as well focused on driving increased consumer engagement in what is new, fresh and innovative in the world - empowering people to explore, engage and live,” Flanagan said.

In an effort to target a younger audience, the campaign is currently debuting with vignettes of the TV spots on Emirates’ newly launched Facebook channel, the statement said.  The TV commercials, outdoor and print ads will break around the world today. – TradeArabia News Service