Emirates

Leo Burnett *Lead Agency

Havas Media

Prodigious

We needed to show Egyptian travelers that Emirates was more accessible than they realized. Traditional airline marketing wasn’t doing the job, so we added a fun brand experience to show that Emirates was not a distant brand. Leveraging Mohamed ElNeny (Egyptian Football star) playing for Arsenal (Emirates-sponsored team) we showed Egypt that Emirates was within reach by playing on the ‘wasta’ that comes with having one of your own in the field. The approach paid off, proving that activating high profile sponsorships increases engagement with a brand and drives consideration.