Created in-house, Emirates’ ‘Be There’ campaign followed seven Emirates employees known as ‘globalistas’ as they travelled around the world. The campaign, which was launched to reinforce Emirates’ positioning as a global airline and to promote the human face of the brand, was initially rolled out to all 78,000 Emirates Group staff. They were invited to apply to become a ‘globalista’ with over 400 videos submitted and 20 people shortlisted. Seven winners were announced. The global launch of the campaign was promoted via Facebook, Twitter, YouTube and Instagram with a dedicated microsite on emirates.com. Emirates worked in partnership with National Geographic Channel, while the age
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