Another Big Brand Embraces Movement Marketing
Posted by Chris Campaner on April 1st, 2012
StrawberryFrog and Emirates Airlines embody the type of professional union that results in a reality of great marketing and advertising. Emirates, slated to become the world’s largest airline by 2017, has taken a new brand direction by targeting and embracing a demographic that is by no means conventional – “globalistas.”
Hello Tomorrow is the big idea that both parties are placing their chips on to help secure the brand as a category leader moving forward. “Globalistas” represent individuals who are looking and living for new experiences. They are well travelled and not defined by typical demographic statistics but by the places they have visited, the experiences they have shared. They embrace the unlimited possibility of the future and are open to an invitation to try the unfamiliar.
This was taken from their press release (some fantastic writing!): “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.
Scott Goodson, Founder/Chairman of StrawberryFrog (whom you can see more of from our interview with him here), touches on the ability to work with a global brand that thinks big and thinks inspired. “We’re building on decades of innovation in Emirates marketing to launch this new and innovative movement for the world’s most thoughtful and incredible brand,” said Scott. “This bold next step for the brand will offer people who love the brand or want to experience the brand, inspiration to participate in this brave new world and spark new connections and experiences achieved through travel. The “Hello Tomorrow” campaign is at the vanguard of the trend for global brands to spark movements not simply through advertising, but by connecting people, communities and encouraging them to join together to make a positive impact on society.”
Check out Emirates Facebook Timeline for examples of how they’ve integrated the campaign movement with their social platforms.