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

Boeing Resumes 737 MAX Manufacturing After Seven-Week Strike

In a crucial move for its recovery, Boeing has restarted production of its best-selling 737 MAX jetliner, about a month after a significant seven-week strike involving 33,000 factory workers came to an end.

This marks a key milestone for the planemaker, which has been facing considerable challenges in recent years, including heavy debt and a series of setbacks.

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According to the report from Reuters, Boeing resumed the production of the 737 MAX jetliner last week, a pivotal step as the company aims to meet the growing global demand for air travel. With over 4,200 orders from airlines, Boeing’s ability to get the 737 MAX production line back in motion is vital for its financial recovery.

Although Boeing had previously planned to restart production earlier, the company faced numerous obstacles that delayed this process. Federal Aviation Administration (FAA) head Mike Whitaker told Reuters on Thursday that while Boeing had not yet resumed production, they had plans to restart by the end of the month.

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The road to this point has been rocky for Boeing. Setbacks such as the tragic fatal crashes of the 737 MAX, the COVID-19 pandemic, ongoing supply chain issues, production safety concerns, and increased regulatory scrutiny have all contributed to delays in the company’s efforts to ramp up production.

The seven-week strike, which involved thousands of Boeing’s factory workers, added yet another hurdle. Despite these challenges, production of the 737 MAX officially resumed on Friday, according to one of the anonymous sources.

Boeing, however, declined to comment on the matter. The planemaker is now focused on reaching its goal of producing 56 737 MAX airplanes per month, a target that has been delayed due to the many issues that have beset the company over the past few years.