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.