Emirates to launch two TV channels promoting Dubai and UAE activities

ICE: Channels will be called Dining and Entertainment, and Attractions and Activities

Emirates is preparing to launch two new Information, Communication, Entertainment (ICE) TV channels dedicated to promoting a wide range of activities in Dubai and the UAE. They will be on ICE in January 2019. The channels will help Dubai and UAE businesses promote themselves to the more than 5 million customers who fly on Emirates each month, said the airline.

“Emirates has always promoted what Dubai and the UAE has to offer,” said Patrick Brannelly, Emirates’ divisional vice-president of customer experience, in-flight entertainment and connectivity. “These new TV channels provide local businesses a very affordable way to market themselves to arriving passengers and UAE residents. Maybe you’re coming to Dubai for an important meeting and want to find a great restaurant to take clients to, or perhaps you’re looking for ideas to entertain the family on holiday – these will be go-to channels on ICE to help you plan your trip.”

The channels will be called Dining and Entertainment, and Attractions and Activities. Emirates says it will highlight to passengers the channels, which are included in the Dubai and Emirates section on ICE. The promotional videos will feature everything from restaurants to golf courses and hotels to authentic UAE experiences.

The new TV channels provide new marketing opportunities, with bespoke 60- to 120-second video clips allowing businesses to showcase their products and services to a huge and relevant audience. Emirates, in partnership with Motivate Media Group (Campaign’s publisher), will provide the end-to-end service from producing promotional videos to providing the hosting platform. Motivate will handle video bookings as well as providing full video production support, from concept, design and scripting, all the way through to post production and editing of content to meet the channel guidelines and format style.

Ian Fairservice, managing partner and group editor in chief, Motivate Media Group, said: “We have worked closely with Emirates for more than 30 years, and we’re very excited to start this new venture. This project provides a tremendous opportunity to build engaging content on the channel and help grow the inflight entertainment services on Emirates.”