Emirates Ad Campaign for Customer Relations Improvement

Creative Brief
Project
Title: Emirates
Job Number:
Author:
Deadline: June 30, 2019
Project Overview
Summary
This project is aimed at improving customer
relations for Emirates, targeting both working
and business class people. The focus is mainly on
customer relations, with a total budget of AED
10,000,000
Proposition
Who is it for? Why do it now?
How does it help? What it is
going to solve? What makes this
idea unique?
This campaign is aimed at both the working class and
business class people, who have a tendency to travel often.
The service provided is based on the commendable treatment
of the customers, which most airlines fail at providing. This
idea is unique since no other airline proposes treatment along
with interior services. The target audience currently believes
that Emirates is a leading airline service with high class
service quality, and this ad campaign would be able to
consistently position itself as just that.
Background
Provide relevant information
about why this project is needed
and what is the purpose of the
project. Give any relevant
reference to what has been
done previously, what has
worked well and what hasn’t.
The profitability of Emirates has gone down by 44% in
the current financial year, from the last year
(Emirates.com 2019). It is for this reason that it has to
come up with an ad campaign that would be able to
make up for the lost ground, and improve relations to
attract more customers.
Objectives
Explain the challenge or
problem that is attempting to
be solved and what is the
desired outcome of the project.
The key take away is that Emirates provides a
hospitality which no one else can provide, as customers
deserve that treatment for the money that they spend.
For this reason, the proposed big idea is, “No one flies
relations higher than we do.” The tonality should be
formal, persuasive, motivating and descriptive. This
could be done by a word from one of the directors of
the company himself.
Target audience
Describe who the project is
trying to reach. Explain who
they are, what are their
problems and aspirations. Also,
decide what actions are
required from the target
audience.
The target audience for this ad campaign is for both the
working class and business class people, focusing more
on the business class.
This section of the population have to travel quite
often, especially the business class, due to their work,
or even for holidays.
Competition
Give information about what the
competition are doing in this
space currently – what have
they done well and what
haven’t they done well.
Etihad and Qatar Airways are the main
competitors in this. They have only established
themselves as services that provide an overall
good experience for the customer, without
focusing much on customer relations.
CREATIVE BRIEF