Multi-million-dollar campaign seeks to promote Emirates as well as its hub in Dubai

Dubai: Emirates has embarked on a multi-million dollar campaign to promote its network, as well as its Dubai hub, and encourage people to travel.Said to be worth $15 million (Dh55 million), the campaign features the iconic soundtrack “Don’t stop me now” by British rock band Queen.

The song, released nearly 40 years ago, was found in a scientific study to be the most uplifting or “feel-good” tune on the UK charts in the past 50 years.

In the one-minute video that was released on Sunday, Emirates features key destinations and the airline's onboard features.

The campaign utilises a visual storytelling style that shows "a picture within a picture" and culminates in Dubai, with a soundbite on how the airline connects the world via Dubai.“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,” said Boutros Boutros, Emirates’ divisional senior vice president for corporate communications, marketing and brand.

“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.”© Gulf News 2017