Time Will Tell: Emirates (Sky Cargo)

The Challenge

Global advertising has to work across very different markets without losing a single, consistent message. Emirates SkyCargo was looking to increase their freight business throughout its flight network, and the campaign needed to build on the brand while speaking specifically to freight forwarders rather than the flying public. Exceptionally reliable and on time, the airline had to overcome possible objections around space and size limitations on their aircraft, a real concern for freight forwarders weighing their options. The global advertising campaign needed to be focused and targeted, reaching decision-makers across multiple regions with a single clear reason to choose Emirates over the alternatives.

Our Solution

Creatively we had one clear key message: Emirates Sky Cargo was the logical choice for time-sensitive deliveries. That single idea carried the entire global advertising campaign, rather than trying to say everything at once across every market. Freight bookings grew in response to a yearlong global advertising and direct mail campaign targeting freight forwarders from Asia, the Middle East, Europe and the U.S., proof that one focused message, consistently applied, can travel further than a campaign trying to be everything to everyone. Read the full story in our case study, Driving long-term awareness with a single message.