BUSINESS

Zambia Gets the Ultimate Air Travel ‘Upgrade’ Tip from Emirates

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  • Emirates’ latest campaign says upgrade your airline, not just your seat
  • Light-hearted series of videos show creative attempts at getting a seat upgrade

Upgrade with Emirates

LUSAKA, ZAMBIA – Emirates, which flies daily direct from Lusaka to Dubai, has unveiled a new marketing campaign that promotes travel on its award-winning Economy Class to passengers flying from Zambia.
The latest adverts from Emirates, the Best Airline in the World and Best Economy Class according to the 2017 TripAdvisor Travellers’ Choice Awards, feature a series of characters who try to wangle a seat upgrade at an unnamed airline’s check-in counter. Each spot ends with the ultimate tip for travellers: “Don’t upgrade your seat, upgrade your airline. Fly Emirates.” Seasoned with a liberal dose of humour, the scripts tap into a rich vein of anecdotes about what people might say or do when they ask for an upgrade – from name-dropping and flattery to other more creative endeavours.
Also in a departure from typical airline advertising, the ads do not show the actual inflight product. Even the airline brand is not revealed until the end of the spot.
Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing and Brand, said: “Emirates’ Economy Class is well known for being a true, full-service product. We offer excellent value for money, with world-class inflight entertainment in every seat, full course gourmet meals, generous free baggage allowances, and great service.

Upgrade with Emirates

“In today’s environment where others are stripping amenities from their cabins and shrinking legroom, we believe travellers can relate to the desperate lengths that some people might go to, inorder to get their seat upgraded. Our message is simple – why try so hard to upgrade your seat when you can fly Emirates instead?”
Anchored by a hero 30 second spot, and supported by over a dozen different vignettes, the campaign was created by Y&R London and directed by ‘Jones’ (AKA Michael Woodward and Maximilian Baron). Emirates will release a selection of these vignettes on its own social media channels over the coming weeks, featuring a different “upgrade trick” each time.

Emirates flies once a day from Kenneth Kaunda International Airport to Dubai. To book, or for more information on fares, terms and conditions, please visit www.emirates.com/zm or visit the local Emirates office at Acacia Park, Lusaka, or your travel agent. For reservations, ticketing and other inquiries, the Emirates call centre number is +260 211 258 484.

Watch Emirates’ new campaign spot here.

Watch a selection of “upgrade tips” from Emirates’ latest campaign:

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