Open skies


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Open skies

  1. 1. Open Skies The Relaunch
  2. 2. Objectives <ul><li>Create the world’s best in-flight magazine - make it beautiful, smart, compelling and collectible </li></ul><ul><li>Create a brand around Open Skies - ensure passengers’ experience with the magazine is as enjoyable as their experience with Emirates </li></ul><ul><li>Re-invent what an in-flight magazine is - integration, digital, mobile, viral </li></ul>
  3. 3. Making this happen <ul><li>Use the best writers, photographers and artists in the world and collaborate with those yet to establish themselves </li></ul><ul><li>Break new talent from around the region and beyond </li></ul><ul><li>Take cues from the world’s best titles, reinterpreted to form Open Skies </li></ul>
  4. 4. Our References
  5. 6. Who We Are <ul><li>A Magazine for Intelligent people </li></ul><ul><li>Gender-neutral - quality appeals to both sexes and all age groups </li></ul><ul><li>Witty, informed, engaging and smart </li></ul>
  6. 7. The Cover
  7. 9. Cover Treatments <ul><li>Allow the cover to breathe - be creative, playful and innovative while keeping the brand consistent </li></ul><ul><li>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 </li></ul>
  8. 10. Good Cover <ul><li>Simple, engaging, interesting image </li></ul><ul><li>Strong logo with unique font </li></ul><ul><li>White space allows image and brand collateral to breathe </li></ul>
  9. 11. Bad Cover <ul><li>Far too many cover-lines, dated fonts </li></ul><ul><li>Meaningless and inaccurate main headline </li></ul><ul><li>Masthead is obscure by very average photograph </li></ul>
  10. 17. Themed Issues Are: <ul><li>Collectable, innovative and easier to plan - creativity needs organisation and this allows us to plan 12 issues in advance </li></ul><ul><li>We can create viral campaigns and word-of-mouth buzz around the issues </li></ul>
  11. 18. Themed Issues <ul><li>The Retro Issue </li></ul><ul><li>The Music Issue </li></ul><ul><li>The Consume issue </li></ul><ul><li>The Art Issue </li></ul><ul><li>The Japan Issue </li></ul><ul><li>The Style Issue </li></ul><ul><li>The Literary Issue </li></ul><ul><li>The Africa Issue </li></ul><ul><li>The Green Issue </li></ul><ul><li>The Children’s Issue </li></ul><ul><li>The Future issue </li></ul><ul><li>The Adventure Issue </li></ul>
  12. 19. Front of Book <ul><li>The front of book draws the reader into the magazine - if the features are the main course, the FOB is the starter </li></ul><ul><li>Creates ‘go to’ sections that become must reads every issue </li></ul><ul><li>Allows far more destinations to be featured in creative ways </li></ul>
  13. 21. Skypod <ul><li>Linked to both the ICE system and the theme - the African issue will feature a Senagalese artist choosing his top ten African tracks </li></ul>
  14. 22. Global Columnists <ul><li>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 </li></ul>
  15. 23. Room <ul><li>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 </li></ul>
  16. 24. Graphic <ul><li>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 </li></ul>
  17. 26. Booked <ul><li>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 </li></ul>
  18. 27. Mapped <ul><li>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 </li></ul>
  19. 28. Booty <ul><li>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 </li></ul>
  20. 29. A Brief History Of… <ul><li>We can focus on an issue and break it down into a timeline with a short commentary. Feature everything from handbags to </li></ul>
  21. 30. Twitter Pitch <ul><li>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 </li></ul>
  22. 31. Calendar <ul><li>Reinvent the calendar - make it more useful, more intelligent and more beautiful </li></ul>
  23. 34. Features <ul><li>The key to the magazine, the feature well will showcase both the world’s best writers and upcoming talent from around the region </li></ul><ul><li>The features will follow a coherent pattern and complement the flow of the magazine </li></ul>
  24. 38. Information Pages <ul><li>These pages should focus on the countless fascinating stories, statistics and people that make Emirates the company it is </li></ul><ul><li>Intrigue, surprise and present the content in a far more compelling way - engage the reader </li></ul>
  25. 42. Be Interesting <ul><li>Emirates flies hundreds of stories on each flight </li></ul><ul><li>Smart stats - how many ice cubes are served each month, how many languages are spoken? </li></ul><ul><li>Don’t be afraid to tell the Emirates Stories </li></ul>
  26. 43. The Route Map <ul><li>Airline route maps all look very similar </li></ul><ul><li>Why not be different - make the map more engaging, more useful and more surprising </li></ul>
  27. 48. Beautiful Intelligence <ul><li>Be beautiful </li></ul><ul><li>Be smart </li></ul><ul><li>Be engaging </li></ul><ul><li>Be relevant </li></ul><ul><li>Be collectible </li></ul>