The Launching of Emirates’ Circular Flight

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public-relations || ||

Objectives

Early this year (2016), the government granted Emirates Airline a third daily flight to the Philippines in order to respond to the need for more flights between the two countries. The third flight is called the Dubai-Cebu-Clark-Dubai circular service.

  1. The launch was aimed to introduce Emirates’ new circular Dubai-Cebu-Clark-Dubai flight to travel agents, distinguished guests, government officials, members of the media, and Emirates’ loyal customers in a most lavish and remarkable way;
  2. To mark the momentous occasion which would be a part of the Philippines’ and Emirates’ joint history.
  3. To communicate Emirates’ long haul commitment to the development of the Philippines’ tourism and trade.
  4. To create a high-end event experience with a meaningful brand showcase and Emirates executive presence highlighting key messages.
  5. To ensure all guests leave with a positive, memorable impression of Emirates.

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Execution

To create maximum buzz about this new flight service that would provide convenience for Luzon, Visayas and Mindanao travelers, Emirates Airline launched two marketing PR events:

  • A product presentation to travel agencies in February 2016,
  • and the actual, colorful arrival of the first circular flight in March which was witnessed by travel agents, frequent air travelers, tourism officials and the government airline regulators.

These events were done meticulously and separately in Cebu and Clark. Organized by Emirates and Grupo Agatep, the two launch festivities climaxed in March with the arrival of a Boeing 777-300ER at the Mactan-Cebu International Airport amidst the traditional water cannon salute.

To commemorate the historic occasion, distinguished guests included executives of Emirates Airlines,  DOTC Secretary Jun Abaya, DOT Secretary R. Jimenez, the Philippines Consul General H.E. Paul Raymund Cortes, and H.E. Moosa Abdulwahid Alkhajah, Ambassador of the UAE .

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Results

Emirates successfully launched its circular service to local and international VIPs from government and business organizations. Maintaining a good relationship with players in the government and business sectors are important to Emirates.

  • All three events were heavily attended by 424 VIPs and members of the media.
  • Emirates executives were able to communicate their commitment to the development of the Philippine tourism and trade through the press conference, speeches in both dinners and one-on-one interviews with journalists. The message was clearly conveyed in published articles online and in print. The launch generated an estimated Php 25 million in media values.
  • Emirates achieved its goal to create a high end event experience that clearly shows the attributes that Emirates are widely known for: personalized service. This was evident in the way the event venues were designed, the food served in all three events as well as the finishing touches such as the Emirates hostesses serving Arabic coffee in silver pots and cups as well as dates.

The guests’ experience during the three events weren’t enough to ensure that guests will leave with a positive impression of the brand. To achieve this, even months after the launch has ended, Emirates gave away premium branded merchandise such as the leather travel wallets and the leather philately travel set. These gifts were designed to remind guests of their pleasant experience with the brand during the launch of the circular service every time they pull out their wallet. A long-lasting impression, indeed.

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