Emirates Airline has unveiled its new campaign that urges audiences to guess the city and fly to the destination free. The campaign revolves around the contest from the airline which offers travel enthusiasts an opportunity to win tickets to 15 destinations across the Emirates’ network this summer. Conceptualised by Mudra Group, the 360 degree campaign includes print, outdoor, digital and television commercials.
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The campaign invites participants to identify the name of the city by taking cues of the visual representation in the advertisement and enter the contest either by sending a text message or logging onto their website to submit their answers.
Commenting on the idea behind the campaign, Orhan Abbas, vice president - India and Nepal, Emirates Airline, said, “Everybody loves to travel. They love it even more if it is for ‘Free’. April to June is the peak summer holiday season in India and our interactive campaign is based on this very simple premise - a contest which offers travel enthusiasts an opportunity to win tickets to 15 destinations across our network. Curiosity about the world is often what induces people to travel. This campaign provokes that in the viewers by intriguing them with interesting glimpses of different lands. In doing so, it builds on the Emirates core thought, ‘Keep discovering’.”
Bobby Pawar, chief creative officer, Mudra Group, added, “We worked on the new campaign based on the 'Keep Discovering' proposition of the brand and have extended this thought through the campaign where participants can guess and visit new places. This is one of the few instances where a promotional tool has been used as part of the brand campaign.”
The campaign, which went live on February 7 nationally will be on-air until March 16, 2011.
Client: Emirates Airline
Advertising Agency: Mudra Group
Media Agency: Starcom MediaVest Group
Chief creative officer: Bobby Pawar
Creative director: Venky, Meeti, Kudrat, Vinod, Geo, Swati,Vijay
Account management: Yogi, Nikhil, Shambhavi, Baneet
Strategic planner: Aditya, Toru, Ketaki