DUBAI: International airline Emirates has kicked off its first integrated campaign to increase brand awareness around the world and change the company's image to a lifestyle brand.
“We are describing it as a cultural movement,” said Boutros Boutros, divisional SVP of corporate communications at Emirates. “We want to be in the lifestyle category, so in order to switch the perception of passengers and the general public, we needed to come up with different messages that highlight the advantages of the ...