Emirates
Global Route Launches
Client
Emirates
Agency
Impact BBDO
Art Direction, Copywriting
Taraka 'TK' Tennakoon
Collaborators
Caroline Nailer & Jorge Thaub - Creative Directors
Taking the spirit of discovery into the digital space.
With each new destination Emirates added to their expanding network, we created campaigns that buzzed and inspired.
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From Barcelona to Buenos Aries and from Seattle to St. Petersburg, we sought to highlight each new city's spirit, perfectly pairing it with Emirates' own offerings - all keeping within the original ethos of 'Keep Discovering'.
My role as the global digital lead, was to give each campaign a lease of life online with a suite of digital banner ads and content.
Each campaign was bespoke to the accompanying offline effort, serving targeted inspiration and encouraging flight bookings on Emirates' official website and app.
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Each banner campaign also saw unique ways of selling a new city to the world, every time.
01 Rio de Janeiro
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It was always going to be an easy sell with Brazil's undisputed party capital. So we went the unexpected route and personified each of the city's attractions as Carnival characters, parading its delights.
02 Dublin
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With their inaugural connection to the Emerald Isle, Emirates wanted to promote Dublin's charm but without the cliches. So we showcased Dublin as their 'Latest Legend' & the Irish penchant for storytelling via an interactive parchment map.
03 Ho Chi Minh City
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For this campaign, we only had a 15kb banner lined up. So we got creative and developed a simple yet effective banner that invited people to turn on their microphone and blow away the mist to reveal a stunning vista of Ha Long Bay at sunrise.
04 Dallas
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Saddle up! We took users on a journey to America's south with a quintessential fair game, each 'target' serving as Dallas' must-sees. Bright imagery and an unexpected visual mechanic deviated from the standard depiction of this classic, all-American city.
05 St. Petersburg
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We wanted to capture the mysterious opulence of Russia's stunning cultural capital. Inspired by the iconic Fabergé egg, originally created for the Tsar, we fashioned our own - showcasing the sides of this fairytale city.
06 Buneos Aires
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There's a lot to be said about Buenos Aires, the elegant, spirited Argentinian capital. To show off the city, we walked would-be visitors through the steps, literally - using the tango as a metaphor.
07 Geneva
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Geneva was set to be Emirates' second destination in the Alpine nation, following Zurich. To emphasize this, as well as the city's more cultured offerings, we positioned Geneva as a 'Swiss encore' and a performance of delicate precision not to be missed.
08 Copenhagen
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Danish design is renowned the world over. From Scandinavian minimalism to the beloved hygge concept, it made perfect sense to explore these themes. To dispel the notion of the city as a cold place, we created the 'Colourful Copenhagen' campaign, along with a bespoke skyline design, showcasing key highlights of the city in a truly Nordic fashion.
09 Valetta
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A beautiful and colourful fusion of cultures on the Mediterranean, Valetta has always possessed a strange thrall. We sought to capture this through its annual masquerade carnival, but through the titallting aftermath.
10 Seattle
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When one thinks Seattle, one invariably thinks of a particular famous brew. Using different coffee blends, we invited users to take a sip of Seattle and its warm hospitality.
11 Athens, Paris, Milan & Vienna
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With new destinations being added, we also had to remind users about our existing ones. For this tactical European Network campaign, we went down the fun tack of describing these cities as tempting dishes.
12 Phuket
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The first destination under the new 'Hello Tomorrow' positioning, we replaced our touristic-led approach with thematic. For Phuket, we invited would-be holiday makers to swap from their daily routine for ours.
13 Barcelona
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As the renowned home of the world's most prolific art & architecture, paired with la dolce vita in its purest sense, we sold time in Barcelona as an art form. Using street performers, we invoked the city's playful side.
14 Clark
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Clark was a unique launch as the target audience were expat Filipinos. For this very specific group that didn't need to be sold on the city's virtues, we instead invoked nostalgia and all things good about home.