Emirates First Class to Saatchi & Saatchi Austria

Vienna - Emirates Airline promotes its new luxury product - the First Class private cabin - with an unusual international campaign created by Saatchi & Saatchi Vienna.

The print execution surprises with an abstract approach to the issue: a picture of a soy bean. "Surprising new approaches are key to the international umbrella campaign and are part of the "Keep discovering" concept of Emirates", explains Valerie Holzer, Account Director. "In the soy pod, every soy bean has its own private space - this is very similar to the new First Class. Because the private cabins can be closed with a door, just like a hotel room."

With this unique product, Emirates demonstrates its international leadership in service and sets a new benchmark for on-board comfort. In the private cabin, First Class passengers can enjoy absolute privacy and quietness on long-haul flights. Besides a massage seat that can be extended to a flat bed there is plenty more comfort to take pleasure in: a 23-inch-screen, a minibar, a desk, a wardrobe and many more.

Creative Director Karlheinz Wasserbacher is also very proud about this pitch project: "Even the invitation to pitch has been a great recognition of our work for Emirates so far. It was proof that our work in Austria is also appreciated on an international level by Emirates."

Saatchi & Saatchi Vienna won the pitch against renowned agencies on three continents. The agency has successfully handled the Austrian Emirates advertising account since 2004.

The campaign is directed to Emirates key account clients and travel partners as well as to upscale business clients. Besides print and poster, the campaign comprises locally produced radio spots as well as online and direct marketing activities. All advertising material is in English language and will be used internationally starting October 07.

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