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  • 1. Open Skies The Relaunch
  • 2. Objectives
    • Create the world’s best in-flight magazine - make it beautiful, smart, compelling and collectible
    • Create a brand around Open Skies - ensure passengers’ experience with the magazine is as enjoyable as their experience with Emirates
    • Re-invent what an in-flight magazine is - integration, digital, mobile, viral
  • 3. Making this happen
    • Use the best writers, photographers and artists in the world and collaborate with those yet to establish themselves
    • Break new talent from around the region and beyond
    • Take cues from the world’s best titles, reinterpreted to form Open Skies
  • 4. Our References
  • 5.  
  • 6. Who We Are
    • A Magazine for Intelligent people
    • Gender-neutral - quality appeals to both sexes and all age groups
    • Witty, informed, engaging and smart
  • 7. The Cover
  • 8.  
  • 9. Cover Treatments
    • Allow the cover to breathe - be creative, playful and innovative while keeping the brand consistent
    • Don’t use multiple cover-lines - be confident, the magazine is not on a news stand so does not need to wear its contents on its cover
  • 10. Good Cover
    • Simple, engaging, interesting image
    • Strong logo with unique font
    • White space allows image and brand collateral to breathe
  • 11. Bad Cover
    • Far too many cover-lines, dated fonts
    • Meaningless and inaccurate main headline
    • Masthead is obscure by very average photograph
  • 12.  
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  • 16.  
  • 17. Themed Issues Are:
    • Collectable, innovative and easier to plan - creativity needs organisation and this allows us to plan 12 issues in advance
    • We can create viral campaigns and word-of-mouth buzz around the issues
  • 18. Themed Issues
    • The Retro Issue
    • The Music Issue
    • The Consume issue
    • The Art Issue
    • The Japan Issue
    • The Style Issue
    • The Literary Issue
    • The Africa Issue
    • The Green Issue
    • The Children’s Issue
    • The Future issue
    • The Adventure Issue
  • 19. Front of Book
    • The front of book draws the reader into the magazine - if the features are the main course, the FOB is the starter
    • Creates ‘go to’ sections that become must reads every issue
    • Allows far more destinations to be featured in creative ways
  • 20.  
  • 21. Skypod
    • Linked to both the ICE system and the theme - the African issue will feature a Senagalese artist choosing his top ten African tracks
  • 22. Global Columnists
    • A monthly column from somewhere around the world who gives us the low-down on what’s happening Someone who can tell us ‘why’ as well as ‘what’. Talking to Monocle and LP about original content exclusively for us
  • 23. Room
    • A micro approach to the piece – minutes it takes for room service arrives, the price of a club sandwich, internet speed, view, number of TV channels, size of shower, daily newspaper or not etc. Useful and to the point
  • 24. Graphic
    • An info-graphic related to that issue’s theme. An intelligent way of condensing a lot of information into one beautiful, accessible piece of art. We are in talks with some of the world’s best info-graphic designers to design a monthly graphic for us
  • 25.  
  • 26. Booked
    • A review of a classic book that we recommend you purchase for the flight back. We shoot the book in the studio and do a short review. Could this be tied into the in-flight shop - Open Skies Classics
  • 27. Mapped
    • A mini-guide to one street in one Emirates destination each issue – very service-orientated – the quality comes with brilliance of map and the fact that the street is not the main shopping/tourist street in the city
  • 28. Booty
    • Cool stuff from around the globe. Everything from Russian World War II medals bought in a Peshawar flea market to limited edition Bathing Ape trainers bought in an Osaka store
  • 29. A Brief History Of…
    • We can focus on an issue and break it down into a timeline with a short commentary. Feature everything from handbags to
  • 30. Twitter Pitch
    • Six places tell us in 140 characters why their or store or restaurant or independent cinema is the best in their city. We link to their Twitter address online creating a viral effect
  • 31. Calendar
    • Reinvent the calendar - make it more useful, more intelligent and more beautiful
  • 32.  
  • 33.  
  • 34. Features
    • The key to the magazine, the feature well will showcase both the world’s best writers and upcoming talent from around the region
    • The features will follow a coherent pattern and complement the flow of the magazine
  • 35.  
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  • 38. Information Pages
    • These pages should focus on the countless fascinating stories, statistics and people that make Emirates the company it is
    • Intrigue, surprise and present the content in a far more compelling way - engage the reader
  • 39.  
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  • 41.  
  • 42. Be Interesting
    • Emirates flies hundreds of stories on each flight
    • Smart stats - how many ice cubes are served each month, how many languages are spoken?
    • Don’t be afraid to tell the Emirates Stories
  • 43. The Route Map
    • Airline route maps all look very similar
    • Why not be different - make the map more engaging, more useful and more surprising
  • 44.  
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  • 48. Beautiful Intelligence
    • Be beautiful
    • Be smart
    • Be engaging
    • Be relevant
    • Be collectible