Case - Emirates IMC Strategies

Emirates started with two leased aircraft in 1985 and have never looked back since then. The airline company currently operates 265 aircraft to over 155 destinations.

Emirates' Integrated Marketing Communication Approach: Traditional Media: Emirates' commercials and print advertisements in significant media highlight the airline's new products, flying routes, and aircraft.

Event Sponsorship: The airline actively sponsors a bunch of sports events like soccer, horse racing, and tennis. In addition to that, it has signed a sponsorship deal with large football clubs like Arsenal. Its presence in the Asian Football Confederation has also ensured a high level of visibility across Asia.

Owned Media: The company publishes in flight magazines to reach its customers. A brilliant in-flight entertainment system allows the airline to publicize its latest offers, partners, and services. Furthermore, the company's official retail website enables customers to purchase branded merchandise.

Millennial Appeal: The airline is adopting a sustainable environmental strategy to protect natural resources and reduce air pollution. Being a step ahead and ensuring that their fleet is up-to-date with the latest, most fuel-efficient aircraft. Emirates uses a variety of marketing communication tools in an integrated way to deliver a unified message: The high quality of its services

Emirates portrays the lofted quality of its airline services as an underlying theme for all its marketing activities.

Emirates' Integrated Marketing Communication Channels include Television commercials, Print advertisements, Sponsorships, Charitable foundations, In-plane advertisements , Internet marketing, Trade Promotions.

The above communication tools have helped Emirates to appeal to a large number of traveller's all over the world, and create a positive vibe all-around.

Question: Discuss the integrated marketing communication strategy of Emirates and also comment on which one of the IMC tools could be most effective for an Airlines brand and why?