Sunday, February 23, 2014

Tomorrow, tomorrow, there's always.... Emirates

Emirates Airlines has itself a new positioning. In a world where basically all airlines try to promise the same thing, it is interesting they picked themselves something a bit more conceptual with the "tomorrow" theme. Their new line is "Hello tomorrow" - and even the Arabic transposition works very well - "Ahlan bil ghad" (which is as close as you can to the English version). Naturally, it is telling that the slogan was first thought of in English even if the Airline is Dubai based and Emarati owned.
Just for the same of comparison their previous line was "Fly Emirates. Keep Discovering." To which they alluded in the new campaign with one execution "tomorrow never stops discovering" (pity very close to the line of North Face "never stop discovering" but we will let this one slide by).

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