MKT 3151 Emirates Ad Campaign: Creative Advertising Project

This document presents a comprehensive analysis of an Emirates advertising campaign, developed for the MKT 3151 Creative Advertising and Promotion Seminar. The analysis begins with a situation analysis, exploring the airline's competitive landscape, strengths, weaknesses, opportunities, and threats. It identifies the target audience as business and working-class individuals and outlines the campaign's objectives, which include enhancing brand image and emphasizing customer relations. The campaign's main message is centered on Emirates' exceptional customer treatment. The document details the 'Big Idea' and brand connection, suggesting a narrative featuring a director's perspective on Emirates' customer-centric approach. The campaign will utilize various media channels, including TV, newspapers, social media, and outdoor advertising. The assignment also addresses budget allocation and the development of a sales promotion plan as part of a second coursework component, focusing on sales objectives and promotional strategies to boost sales.

EMIRATES AD CAMPAIGN
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THE ESSENCE OF EMIRATES
 Leisure class service.
 The best ranked airline service worldwide.
 One of the most trusted airline services in the world.

Competition
 Etihad airlines, Qatar airlines and Flydubai are the main
competitors of Emirates.
 They have only established themselves as services that provide
an overall good experience for the customer, without focusing
much on customer relations.

SWOT analysis
 Strengths: Strong brand equity, high quality product and service,
excellent customer relations.
 Weaknesses: Does not cater to too many countries.
 Opportunities: Takeover and acquisitions.
 Threats: Increasing taxes, increasing fuel costs.

Target group
 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.

Needs to address
 A comfortable traveling experience.
 Value for money.
 High quality luxury services.

Current brand perception
 Perceived as a brand that offers perfect value for money.
 Regarded as being one of the most luxurious airline company in
the world.
 Reputed for providing high class service in all aspects.

One main message to convey
 The one message that has to be delivered is that Emirates
treats its customers better than anyone does.
 The portrayal is that customers mean much more to them, and
they are obliged to serve them with all they can.
 The main takeaway from this message is that professionalism
can never come in the way of treatment.

Story to tell
 Piercing insight: Customers tend to be treated well by hospitality staffs, especially
when they are paying a high amount of money for it. Being treated delicately and
politely is one of their basic expectations.
 Big idea: Nobody flies relations higher than we do.
 Brand connection: The most credible form of marketing the message would be a
word from one of the directors of Emirates itself. The focus should be on why
Emirates has emerged as the leading airlines company in the world. He is to point
out that the features of the flight and other services are only just better than its
competitors, but there is something that helped Emirates to build the reputation
that it has today. Here, it is to be pointed out that customer relations was the key.
Over the years, Emirates, unlike any other airline company, has focused on
treating and building relationships with customers in such a delicate and precious
way, that they have become synonymous with customer relations. The description
should end with how much customers matter to them and why they deserve the
treatment, and ending it by saying, “No one flies relations higher than we do!”

Tonality
 Formal
 Descriptive
 Persuasive
 Motivating

Media
 TV
 Newspapers
 Radio
 Banners
 Social media
 Magazines
 Outdoor media.

Budget allocation
Media Time duration Budget (in AED)
TV 12 months 1,100,000
Social Media 12 months 2,718,000
Outdoor 3 months 1,926,000
Buses 3 months 720,000
Newspapers 3 months 216,000
Magazines 6 months 228,000
Events 3,000,000

Thank you!