WATCH: Emirates launches $15m campaign all in the name of travel

Cape Town - Know for its luxury offering experiences, Emirates has launched a new 15-million dollar campaign to "inspire travel and promote the airline’s extensive network of global destinations". 

The US$15m campaign includes Emirates' home and hub, Dubai as well as around the world. 

SEE: #TravelGoals: This is what a millionaire's holiday in Dubai looks like

The 1-minute footage - conceptualised, scripted in-house and shot by award-winning director Vaughan Arnell - is backed by the iconic soundtrack “Don’t stop me now” by British rock band Queen and spots a clever camera utility work that seamlessly transitions between key destinations and Emirates’ onboard features, reminiscent of a visual storytelling style that show “a picture within a picture”.

The ad also culminates in Dubai, with a soundbite on how Emirates connects the world via Dubai.

Released fitting for the airline's users and travellers, according to Emirates, the campaign will run in key markets around the world starting from 15 October. 

Boutros Boutros, Emirates’ Divisional Senior Vice President for Corporate Communications, Marketing and Brand, says 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.”

SEE: The best of Dubai on a budget

In addition, Boutros says Emirates believes 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,” he adds.

What to read next on Traveller24

UPDATE: Massive flight delays due to Mango pilot strike

Airbnb and Wesgro to harness share economy for Western Cape with new agreement

UPDATE: Airlink strike called off after, inaugural flight to St Helena a success

We live in a world where facts and fiction get blurred
In times of uncertainty you need journalism you can trust. For only R75 per month, you have access to a world of in-depth analyses, investigative journalism, top opinions and a range of features. Journalism strengthens democracy. Invest in the future today.
Subscribe to News24
Lockdown For
DAYS
HRS
MINS
Voting Booth
Would you choose to continue working from home after the coronavirus lockdown if given the option?
Please select an option Oops! Something went wrong, please try again later.
Results
Yes, it's much better for me
40% - 7969 votes
No ways! I can't wait to get back to the office
12% - 2309 votes
A mixture of both would suit me best
48% - 9661 votes
Vote
USD/ZAR
14.27
(+0.4)
GBP/ZAR
19.69
(+0.9)
EUR/ZAR
17.10
(+0.9)
AUD/ZAR
11.06
(+0.7)
JPY/ZAR
0.13
(+0.7)
Gold
1,779.23
(+0.9)
Silver
26.23
(+1.5)
Platinum
1,211.36
(+1.2)
Brent Crude
66.94
(+0.5)
Palladium
2,773.19
(+1.0)
All Share
68,569
(+1.1)
Top 40
62,786
(+1.1)
Financial 15
12,387
(+0.4)
Industrial 25
89,054
(+0.5)
Resource 10
70,430
(+2.3)
All JSE data delayed by at least 15 minutes Iress logo