Dubai-based airline Emirates had a familiarity problem. While they enjoyed awareness among their core leisure targets, it was strictly surface level. So we developed a campaign to deepen the understanding and position Emirates as an airline that designs its products and services with consumers in mind. The result is innovation not solely for innovation’s sake, but for the benefit of their core targets on every part of the air travel journey.  

At the same time, Emirates wanted to strengthen its relationship with their VFR (visiting friends and relatives) consumers, who largely hail from South Asia. To that end, we partnered with the airline to develop a strategy based on the delicate balance these first and second generation Asian-Americans strive to achieve. They want to satisfy the expectations of their families in the East, but also be true to their more progressive and modernized Western selves.

Our goal was to demonstrate how Emirates designs its amenities to help the VFR audience find the balance they seek. A taste of home on your way home can go a long way.