Emirates calls review of UK advertising account

Emirates has kicked off a pitch for its estimated $15 million UK advertising account.

The airline has issued an RFI to agencies and is currently compiling a longlist of shops to pitch for the business. One source suggested that the airline is looking to integrate its above- and below-the-line UK activity into one agency and that, while the brief focuses on the UK, there may be a chance to create international work over time. Emirates appointed Chemistry to handle its UK advertising in 2010 and its global agency of record is StrawberryFrog.

An Emirates spokeswoman said: “Emirates is currently in the process of reviewing its advertising support in the UK. This is something that is done periodically in markets across the world. Emirates is in the primary stages of the pitch process in the UK and is currently looking at a number of agencies that can best support its new brand platform, Hello Tomorrow.”

The brand launched a global campaign, called ‘Hello tomorrow’, by StrawberryFrog in April. The activity, which included a TV spot and print ads, focused on connecting people. In April, Emirates appointed Razorfish to handle its global social media activity.