DIRECT: Emirates seeks global DM agency for loyalty

Emirates Airline, the fast-growing Dubai-based airline, plans to implement a global customer loyalty strategy to reward its best customers and attract new passengers.

Emirates Airline, the fast-growing Dubai-based airline, plans to

implement a global customer loyalty strategy to reward its best

customers and attract new passengers.

The airline is hunting for a direct marketing agency to run the global

programme and has already talked to a number of UK direct marketing


The search for a direct marketing agency is being co-ordinated by brand

manager Steve Wheeler, who along with head of corporate communications

Mike Simon, is also reviewing Emirates’ pounds 15m advertising


The airline’s creative account is currently being handled by Partners


Emirates is believed to be considering a loyalty scheme akin to those

run by rivals such as British Airways and United Airlines. Until now,

Emirates has run its direct marketing on a localised basis.

Emirates uses London-based Datamail Direct Advertising (DDA) to handle

communications with its UK clients.

However,DDA is not in the frame for the global work, but will continue

to handle UK communications separate to the loyalty scheme.

Emirates’ latest ad campaign used the line ’Be good to yourself. Fly

Emirates’, in an attempt to appeal to busy executives.


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