Creative Brief: Emirates Ad Campaign for Customer Relations (MKT 3151)

This creative brief outlines a marketing campaign designed to enhance customer relations for Emirates, targeting both working and business class travelers. With a budget of AED 10,000,000, the campaign aims to address declining profitability by emphasizing exceptional customer service and a unique brand proposition. The core idea, "No one flies relations higher than we do," will be communicated through various marketing assets, including social media, print advertisements, and billboards. The campaign's objectives are to position Emirates as a leader in customer service, build brand awareness, and attract more customers in the Dubai market. The brief details the target audience, competitive landscape, timeline, and required assets, providing a comprehensive plan for the year-long campaign.

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

Timeline
Provide a detailed timeline of
when the creative project needs
to begin and when all assets
are required, ensure sufficient
and realistic time for all
elements required to be
created.
The project needs to begin by July 1st of 2018,
with the big idea being formulated by the 16th of
July. The media buyers and publishers have to be
confirmed and signed by 29th of July, 2018. By
June 30th, 2019, the campaign should successfully
come to an end.
Budget
Give details of the total budget
available for the creative
project and what this needs to
cover.
The total budget for this is AED 10,000,000,
which would include media buying, creating the
ad, publishing, celebrity endorsements, and all
sorts of logistics.
Assets required on continuous page.
CREATIVE BRIEF

Marketing Assets
Delete lines if not required. Please provide logos or photos if need to be incorporated into the
assets.
Asset
Dimensions:
Width & Height
Required Copy:
Taglines, slogans
Due date/
Priority:
Social Media:
Facebook carousel 600 pixels x 600
pixels
“No one flies relations higher than we
do.”
15 August
2018
Twitter post 1024 pixels x
512 pixels
“No one flies relations higher than we
do.” 15 August
2018
Instagram 1080 pixels x
1920 pixels
“No one flies relations higher than we
do.” 15 August
2018
Print:
Magazine Advert 8.5in x 11in
“No one flies relations higher than we
do.”
1 September
2018 – 1
December
2018
Newspaper 6 columns x
10.5 in
“No one flies relations higher than we
do.” 1 September
2018 – 1
March 2019
Billboard Advert 50m x 15m
“No one flies relations higher than we
do.” 1 October
2018 – 1
January 2019
RTA Advertisement:
Posters in RTA
stations 46.8in x 66.2in
“No one flies relations higher than we
do.” 1 October
2018 – 1
January 2019
Posters on RTA
Buses and Taxi’s 61cm x 91cm
“No one flies relations higher than we
do.” 2 December
2018 – 2
March 2019
CREATIVE BRIEF