Establish Emirates Sky Cargo as the world’s leading and most innovative airline for cargo. To convey that Dubai is at the heart of global trade.
All roads lead to Dubai was at the concept at the heart of the global strategy. With nearly 150 destinations serviced by one of the world's youngest wide-bodied fleets, the campaign humanised the role Emirates played; emphasising how they connect people with the things that are important to them. With Dubai as the central hub, the campaign reinforced how the city and Sky Central, a state-of-the-art eight runway facility, was uniquely placed to help the world do business faster and more efficiently. From this strategic location at the crossroads of Europe, Africa and Asia - Emirates can reach more than one and a half billion customers in less than eight hours. But how to convey this information and benefits to a diverse mix of cultures, nationalities and beliefs? A corporate campaign focussed on specific sectors, showcasing how effortlessly Emirates, Dubai and Sky Central made the process. Whilst infographics were used as a simple way to convey detailed information to an eclectic global audience.
Sky Central expanding from 2 million to 12 million tonnes per year. Plane capacity set to triple. Runways increasing to eight.