Emirates launches 'Guess where and we'll fly you there', its new pre-summer campaign

By Surina Sayal , afaqs!, Mumbai | In OOH News | February 15, 2011
A campaign has been rolled out to promote the contest where participants need to guess destinations and win free return tickets.

Emirates Airlines has launched an innovative contest for its Indian travellers planning an international vacation this summer. The contest "Guess where, and Emirates will fly you there!" kicked off in early February and will go on till mid-March. The campaign has been launched in order to promote travel to distinctive holiday destinations this summer.

The campaign invites participants to identify the name of the city through visual cues in advertisements. The participants can enter the contest either by SMS or logging onto the Emirates India website.

At the end of each week, one winner will be selected and rewarded with a free return Economy Class ticket to the destination answered accurately by him/her. The contest, which targets frequent travellers, will be offering 15 free tickets to 15 popular holiday destinations in the US, Europe and Africa.

To promote this contest, Emirates has launched a multimedia campaign, which includes print, outdoor, digital and television commercials with 15 print ads, eight television commercials, multiple outdoor hoardings and bridge banners. It targets the 10 cities Emirates operates out of in India, namely, Ahmedabad, Mumbai, Bengaluru, Trivandrum, Kochi, Calicut, Chennai, Hyderabad, Kolkata and Delhi.

While the campaign has been created by the Mudra Group, and the television commercials been produced by its films division Tantra Films, the media has been handled by Starcom. This is Mudra's first campaign for Emirates since it won the account in December 2010.

Discussing the idea behind the campaign, Bobby Pawar, chief creative officer, Mudra, says, "This campaign aims to pique the curiosity of those watching the ads by offering them interesting glimpses of different lands, at the same time building upon Emirates' core theme of 'Keep discovering'."

Orhan Abbas, vice-president, India and Nepal, Emirates Airlines, says, "This contest offers travel enthusiasts an opportunity to win tickets to 15 destinations across the Emirates' network this summer. The interactive campaign is based on a simple premise that everybody loves to travel, especially more, if it is for free. This was the best time to hold the contest in India, a key market for the Emirates, as the April-June period is the peak summer holiday season in India."

Abbas also informs that this is the first time Emirates has planned a campaign involving a contest within India, which is not an adaptation of a global campaign, but conceptualised only for the Indian audience.

The ad spend on this particular campaign has been to the tune of Rs 5 crore.

For the record, Emirates operates 184 weekly flights to 10 Indian destinations, providing greater convenience and comfort to passengers and connecting them to 109 destinations across the 65 countries in the Emirates' global network, via Dubai. Emirates was voted 'India's favourite international airline' in the recent TripAdvisor India Airline preferences survey.

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