Emirates IMC route case

1. İlayda Saraçoğlu 1605408
BAU / Cases In Marketing Communication
ADV-3633 Hakkı Pınar KILIÇ
Emirates: Taking the IMC route
1. Explain how Emirates marketing strategy has been successful in creating a
positive brand image with current and potential customers?
According to Skytrax World Airline Award’s Emirates is high in the list for a long
time. When we look at the Airline of the year winner history we see that Emirates
has won the award for four times and also other years always succeeded in ranking.
There are very important strategies that underline this success. Emirates always
gave priority to quality service. While creating a positive brand image, Emirates has
conveyed the message it wants to deliver to its customers and potential customers
from all over the world using many different channels.
When we do an examination from the inside out, we see that Emirates
microenvironment is very systematic and professional. Emirates offers customers a
flawless flight experience with its professional cabin crew, and unique inflight
experience. Once flying with emirates, the passenger transfers his experience from
the mouth to the mouth positively.
In other respects, Emirates is so popular in the world that even passengers who
have never traveled before do not doubt the quality of Emirates. The most
important structure of this recognition is the issue of sponsorship. Emirates
increase brand awareness by sponsoring sports clubs in many sports. The most
global sport in the world is football and Emirates is the official sponsor of FIFA and
also sponsored major football clubs such as Arsenal, Real Madrid, Paris Saint
Germain and AC Milan.
As a result, the positive brand image created by the emirates is to establish a
continuous connection and communication with customers and potential customers
and to give them a very good service and promise. And always renewing the
communication paths used to do this and conveying the correct and effective
message to them.
2. Classify the IMC tools used by Emirates.
Integrated Marketing Communication is the concept under which a company
carefully integrates and coordinates its many communications channels to deliver a
clear, consistent, and compelling message. Emirates embraced IMC concept.
• Advertising: Emirates use commercials and print advertisement to inform
customers about new products, routes, aircrafts.
- TV Advertising: Inflight media offers a unique "single-cell" environment,
giving a distinct advantage over other forms of mass media.
- In-Flight Magazine: Emirates' inflight magazine, twice voted the world's best
by readers of Executive Travel, reflects our premium and cosmopolitan
customer profile.Featuring in-depth profiles of public figures and a cross
section of articles featuring travel, technology, health and business, the
publication is dual-language, with content for both Arabic- and English-
speaking readers.
1

2. İlayda Saraçoğlu 1605408
• Events Marketing (Sponsorship): Emirates has close attention to sponsorship
activities. Like FIFA.
• Public Relations (PR): There are tools that Emirates uses for its responsibilities to
the public.
- Emirates Airline Foundation :The Emirates Airline Foundation is a non-profit
charity organisation which aims to improve the quality of life for children,
regardless of geographical, political, or religious boundaries, and to help
them maintain or improve their human dignity.
- Environment: Emirates Airlines developing an environmentally sustainable
strategy to protect natural resources and reducing air pollution.
• Internet Marketing : Emirates has an official web-site which allows customers to
shop. They say ‘Whether you love travel and adventure, sports or fashion, you can
find gifts and lifestyle products to match your passions at the Emirates Official
Store.’
• Social Media Marketing: As well as the above Emirates using Social Media to
reach customers. They are very active and successful.
3. Emirates flies all over the world. Should Emirates modify its messages and
channels according to where it advertises? Explain.
Emirates is a global airline, it flies to 155 destinations in 83 countries on six
continents and adding new routes day by day. This year, Emirates loyalty
programme Emirates Skywards reached a milestone of 20 million members
worldwide. These are proof that Emirates being a global brand. According to this
informations Emirates Advertising strategy must be global too. There two ways to
reach this goal. Emirates will either make all of its ads global and try to appeal to all
people in this way or they will change their messages and channels according to the
segment they want to reach.
I think emirates now using the both ways in the advertisement strategy. For example
they made a campaign which is about its inflight entertainment. In the add they
show dance from Bollywood style to Hip-Hop so they referring to many culture.
Other example is about Fly Better Around The World. In this ad they take
passengers from Kenya to Paris, USA to Dubai.
2