Emirates launches new brand platform for global reach

Emirates is embarking on an integrated marketing communications campaign with a new brand promise as the company continues its evolution from a travel brand to a global lifestyle brand.

Designed for the age of consumer engagement and empowerment, “Hello Tomorrow” is about inspiring people to greet tomorrow’s unlimited potential, now. “Hello” is a greeting, an invitation to a person, a place or an experience. “Tomorrow” is a time, a place, a state of mind – the unlimited possibility of the future.  Emirates is extending an invitation to try the unfamiliar, create new ideas, and form new visions. The theme encapsulates life’s potential and embracing the future with all the possibilities it holds.

"Our new corporate image and global marketing campaign both underline the confidence we have in our existing products and services, and the vision we have for the future growth of the airline," said Sir Maurice Flanagan, Vice Chairman of Emirates Airline & Group. “Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people’s hopes, dreams and aspirations.”  “Emirates is connecting people and cultures creating relevant and meaningful experiences that are shaping the world,” he added.

Industry analyst Saj Ahmad said: "Emirates decision to launch a new branding campaign, with the emphasis on greetings and the future of tomorrow, particularly as it expands its global reach to new markets such as North and South America, the carrier is positioning and leveraging its strength of its geographic location to highlight to customers that it can serve them across the globe with a single stop-over in Dubai. 

“Having started operations with two leased jets from Pakistan International Airlines, an Airbus A300 and a Boeing 737, Emirates is now the world's biggest operator of the A380 and also the 777 - and uniquely, it is the world's biggest all-wide-bodied operating airlines. And with planned deliveries of yet more 777-300ERs, A350-900s and A350-1000s, the new marketing strategy aims to leverage its unique and arguably instantly recognisable branding in all of the markets it serves under a singular theme.

“While we may have been accustomed to the "Keep Discovering" moniker for the last decade, you'd be pretty insane to bet against "Hello Tomorrow" - it's a simple theme that Emirates hopes can expand its global presence even further and with it, the continued growth aspirations of the carrier as it launches new routes in the coming months and years," Ahmad said.