Emirates's new US$15 million global campaign kicked off this week in the airline's latest bid to fly more travellers around the world through its hub in Dubai.
The campaign, with nifty 'picture-in-picture-transitions' traverses through the airline's diverse network of destinations accompanied by Queen's “Don’t stop me now”.
A study researchers at the University of Groningen in the Netherlands in 2015 found the sond to be "the most uplifting or feel-good tune on the UK charts in the past 50 years," the airline said in a press statement.
The ad was conceptualised and scripted by Brit Award winning director Vaughan Arnell, known for his work on music videos for Robbie Williams, One Direction, George Michael and All Saints. The “no-cuts” continuous camera transitions were brought together using CGI (computer generated imagery) work from MPC in London, the studio responsible for the Oscar winning special effects work for the Jungle Book.
Boutros Boutros, Emirates’ Divisional Senior Vice President for Corporate Communications, Marketing and Brand, said: “Emirates and Dubai have always been inextricably linked. Each day, Emirates operates more than 500 flights that connect Dubai to the world, and the world through Dubai. Since day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors.”
He added: “At Emirates we believe that people, regardless of their backgrounds, have a strong desire to travel and experience the world for themselves. They want to be inspired, to discover, and to have fun. That is why we chose to use the Queen soundtrack, and a creative approach that was uplifting and energetic, to remind people of the excitement of travel.”