Emirates targets rival airlines with Facebook strategy

Emirates: airline seeking agency for social media project
Emirates: airline seeking agency for social media project

Emirates is turning to Facebook to build an 'emotional' connection with its customers, as it looks to address its lack of social-media presence.

The global airline group is hiring a digital agency to create a Facebook page as the first step in the process of establishing its ‘social-media footprint’.

Emirates intends to target the ‘experience economy’ audience, which it identifies as ‘the new school’ of frequent business travellers.

The page will provide Emirates with a platform for content, a way of communicating its ‘voice’ and a convenient channel for consumers to reach the airline group.

The aim of the Facebook page is to make the brand more relevant to a wider audience, positioning it as ‘cosmopolitan’ and ‘prestigious’, as well as driving loyalty among current Emirates customers.

The social-media strategy is part of Emirates’ broader business objectives of doubling in size within five years and becoming the biggest independent airline in the world.

Emirates has fallen behind its rivals on social media, with several airline brands deploying sophisticated strategies for engaging with consumers online.

American Airlines and Air France are the carriers with the most-popular Facebook pages. Both allow users to select flights via the pages and to click through to their main websites to complete the transaction.

Meanwhile, British Airways, which uses its Facebook page predominantly as a marketing platform, launched a ‘Perfect Day’ app in August. It enables Facebook users to create and share itineraries for destinations to which BA flies.

Virgin America has been particularly active on Twitter and last year became one of the first brands to roll out a paid-for tweet.

This featured a promotion that the brand claimed resulted in its fifth-highest number of sales in a day in its history.

American Airlines has used Twitter to promote its AAdvantage loyalty scheme, offering consumers the chance to win 30,000 advantage miles.

Airlines are also making greater use of social media for crisis management, particularly when severe weather causes delays and cancellations.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer