Aviation

Emirates launches US$15 million campaign to promote Dubai hub and inspire travel

Dubai, UAE, 15 October 2017 – Emirates today launched a US$15 million campaign to inspire travel and promote the airline’s extensive network of global destinations including its home and hub, Dubai.

The campaign is backed by the iconic soundtrack “Don’t stop me now” by British rock band Queen, which was found in a scientific study to be the most uplifting or “feel-good” tune on the UK charts in the past 50 years. The ad spot utilises clever camera work that seamlessly transitions between key destinations and Emirates’ onboard features, reminiscent of a visual storytelling style that show “a picture within a picture”. The ad culminates in Dubai, with a soundbite on how Emirates connects the world via Dubai.

Boutros Boutros, Emirates’ Divisional Senior Vice President for Corporate Communications, Marketing and Brand, said: “Emirates and Dubai have always been inextricably linked. Each day, Emirates operates more than 500 flights that connect Dubai to the world, and the world through Dubai. Since day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors.”

The campaign will run in key markets around the world starting from 15 October. It was conceptualised and scripted in-house and shot by award winning director Vaughan Arnell. The “no-cuts” continuous camera transitions were supported by cutting-edge CGI (computer generated imagery) work from MPC in London, the studio responsible for the Oscar winning SFX (special effects) work for the Jungle Book.

Related Topics:Airline Emirates Tour and Travel

Aviation

India Launches Its Medium-Lift Class Helicopter Program, chooses New Engine

India’s longstanding need for a Medium Helicopter may soon become a reality as the country has fully ramped up its engine development efforts. This new helicopter is set to replace the Russian-built models currently in service and will play a crucial role across various scenarios for the Indian Armed Forces.

Hindustan Aeronautics Limited (HAL) and SAFHAL Helicopter Engines Pvt. Ltd. (SAFHAL) have launched a groundbreaking partnership to develop a state-of-the-art high-power engine named Aravalli.

This new engine will power the upcoming 13-ton Medium Lift Helicopter (IMRH) and the Deck-Based Multi-Role Helicopter (DBMRH), both of which are being designed and developed by HAL.

Named after the majestic Aravalli mountain range in India, the Aravalli engine symbolizes the country’s drive for self-reliance, or Aatmanirbharta, in critical engine technologies. This cutting-edge engine will be instrumental for the IMRH, a versatile 13-ton multi-role helicopter designed to meet the needs of the Indian armed forces, and the DBMRH, a 12.5-ton naval variant tailored for the Indian Navy.

The IMRH is poised to become a cornerstone of the Indian armed forces over the next decade. With its first flight expected in 3 to 4 years, the IMRH is anticipated to begin induction by 2030, with plans to integrate between 300 to 400 units, and potentially more in the future.

The IMRH is envisioned as a highly versatile multi-role helicopter that will enhance the operational capabilities of the Indian military. The DBMRH, designed for naval operations, will also face the challenges of high-altitude environments in regions such as Ladakh, Sikkim, and Arunachal Pradesh—areas of strategic importance due to their proximity to the China border.

In addition to its military applications, the Aravalli engine is projected to enter the civil market, serving roles in offshore operations, utility services, and VVIP transport. The long-term vision includes Maintenance, Repair, and Overhaul (MRO) activities to further extend the engine’s utility and support the aviation industry.

This collaboration between HAL and SAFHAL builds on their successful history of working together on the Shakti engine, which powers several HAL helicopters, including the Advanced Light Helicopter Dhruv, the Light Combat Helicopter Prachand, and the Light Utility Helicopter. The proven success of this partnership lays a strong foundation for the development of the Aravalli engine, setting the stage for a new era in India’s helicopter capabilities.