Emirates India: Guess where, fly there

Toru Jhaveri

Campaign details

Brand owner: Shilpa Talreja (Advertising Manager)
Agency: DDB Mudra Group, India
Brand: Emirates (India)
Country: India
Channels used: Direct marketing, Email marketing, Internet - display, Internet - general, Newspapers, Outdoor, out-of-home, Public relations, Television - direct response
Media budget: 1 - 3 million

Executive summary

In 2010, the Indian aviation market was becoming increasingly competitive. Indian flyers regarded Emirates as a quality international airline, but associated it with flights to the Middle East. This meant that when it came to lucrative long-haul flights, other carriers were more likely to be considered and selected. Consequently, the 'Guess Where, Fly There' campaign sought to build awareness of Emirates' global network and drive the airline into flyers' consideration set for long-haul travel.