Saatchi & Saatchi grabs flydubai brief

Saatchi & Saatchi has bagged the creative brief for Dubai-based low-cost carrier flydubai.

The creative pitch had been called in June, with the airline stating that agencies were competing for a one-off creative project. A new advertising campaign created by Saatchi & Saatchi Dubai is set to break tomorrow (26 September).

The incumbent on both the airline’s branding and creative accounts was Tonic Communications, although no formal public statement confirming its appointment has ever been released. The agency was handed the business more than a year ago. According to flydubai, Dubai-based Tonic will continue to work with the airline going forward, although it is not known in what capacity.

Mike Evans, head of sales and marketing at flydubai, said in a brief statement: “We confirm that we have appointed Saatchi & Saatchi and are looking forward to working with them. People will see a new campaign break across the UAE and on the airwaves as of Monday.”

The creative review followed an earlier review of flydubai’s public relations and communications brief, which was eventually won by DABO & Co at the beginning of the year. The PR incumbent had been Polaris, with DABO & Co’s appointment ending its two-year association with the airline.

Established in March 2008 by Sheikh Ahmed bin Saeed Al Maktoum, the chairman of Emirates, flydubai operates a network of 44 destinations across the Middle East, North Africa, the Indian sub-continent, Asia and the fringes of Europe.

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