At the end of 2022 airline Emirates activated its partnership with Real Madrid through a multi-territory campaign fronted by current stars Luka Modrić, Vinícius Júnior and Toni Kroos which aimed to boost travel during the winter season.
Titled ‘Fly Better’, the campaign was led by a pair of spots airing across TV, digital and social platforms in an international set of markets including Brazil, Egypt, Indonesia, Mexico, Saudi Arabia, the USA and the team’s home nation Spain.
The airline’s ads seek to capture football fan attention around the end of the FIFA Men’s World Cup and encourage consumer travel during the winter season across the airlines’ network of more than 130 destinations.
The first spot, dropped on 9 December 2022, is a vertical video and features Real players Modrić, Krros and Vinícius Júnior ask themselves whether ‘to fly or to fly better’ as they pass a ball around a pitch.
The second ad, which debuted online on the same day and again features the same trio of Real players, various other characters and Emirates destinations and focuses on the importance of making good decisions – including where to go on vacation.
The campaign showcases Emirates’ range of seasonal sunshine winter breaks: from beach holidays and city breaks in Dubai, to cultural getaway in Thailand and Bali or relaxing island escapes in the Maldives or Mauritius.
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Emirates has been the global sponsor of Real Madrid since 2011 and its long-time, umbrella, ‘fly better’ brand message has been promoted across its football club sponsorship portfolio which also includes AC Milan, SL Benfica, Olympique Lyonnais and Arsenal.
Sport is an important part of Emirates’ marketing mix and, as well as soccer, the airline also has a strong presence in several other sports including tennis, golf, rugby and horse racing.
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