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Emirates Airline US Open Series Partner Summit presented by Roger Duthie Head of Sponsorships, Emirates Airline February 2013
©2012 Emirates. All Rights Reserved.
Emirates Firsts
• First to install personal video in all three classes • First to introduce Private Suites • First to order the Airbus A380 • First to introduce onboard shower spas • Largest order of A380s, A350s and B777-300s • First airline with 1000+ channels on demand • Fastest growing intercontinental airline of its size • World‟s largest operator of the Airbus 380 and Boeing 777
From 2012 to Now • 25th consecutive year of profitability • World‟s first and only dedicated A380 concourse in Dubai
International Airport • From 164 to 197 aircraft and another 201 on order • Ground-breaking partnership with Qantas
From 2012 to Now • 15 new routes launched in 2012 • 8–10 new routes to be launched in 2013 • Over 70% increase in sponsorship spend planned for 2013
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2011-2012
From 2012 to Now
• 1.2mm Facebook fans in only 7 months • Only 11 airlines out of the 395 on Facebook have 1m+ likes on
their page • Emirates has the highest engagement rate, interaction rate, and
people talking about rate amongst all of the airlines
• F1 Launch post • Over 15,000 likes in 24 hours
• Beckham Signs with Paris Saint-Germain
Our Future
• Order book of 201 aircraft worth over USD 84 billion
• Emirates can serve 95% of the world‟s population non-stop and can connect almost any 2 points in the world with 1 stop in Dubai.
• Route network to grow to more than 170 destinations
• Expected to carry 50m passengers by 2015
Where are we in North America
• Began a non-stop passenger service between Dubai and New York City in June 2004
• Launched flights to Dallas/Fort Worth, Seattle and Washington DC in 2012, increasing the total number of destinations to eight in North America
• Carries more than 5.8m passengers on its US flights annually
• Opened its second dedicated airport lounge in the US after New York in San Francisco
North American Aviation Partners
• JetBlue connects over 40 destinations via Emirates gateway in New York JFK
• Alaska Airlines connects over 15 US cities via Emirates gateways in Seattle, Los Angeles and San Francisco
Hello Tomorrow
• New brand platform launched in April 2012 • Largest brand re-launch campaign in the aviation industry • Brand purpose: To connect „globalistas‟ and inspire the new world • Ambition: To be one of the worlds most loved and recognized
global brands • Airline Brand Global Travel Lifestyle Brand
Sponsorship Strategy
Emirates uses their global sponsorship portfolio to drive awareness and create emotional connections with fans and customers through: • Access • Experiences • Hospitality • Digital / Social Media • Rewards (i.e. incentives & giveaways)
EAUSOS & US Open Objectives
• Grow brand love and advocacy • Build aspirational value befitting a lifestyle brand • Showcase product USP • Create money-can‟t-buy hospitality experiences • Enhance social media presence • Community engagement • Strengthen brand awareness
2012 Emirates Airline US Open Series
• Title sponsor of the US Open Series and ESPN‟s „Moment of the Match‟
• EAUSOS-branded A380 in the fleet • Prominent on-court branding on all courts
2012 Emirates Airline US Open Series
• Bi-coastal PR launch • Media roundtable in New York • Kids‟ Clinic hosted by Mardy Fish in Los Angeles
• CSR Initiative: Racquet Return Program
• Activated: • Farmers Classic • Rogers Cup • New Haven Open
• Received and refurbished 363 racquets • Subsequently distributed racquets through
partnership with NJTL
2012 Emirates Airline US Open Series
• The Lifestyle Booth • Activated:
• Farmers Classic • Rogers Cup • New Haven Open
• On-Court Promotions
• Activated: • Rogers Cup
• Included Ball Flight and Fan Cam
US Open Recap
• Official Airline of the US Open
• Prominent in-stadium branding • On-court • Video board
• Sponsorship integration within ICE
• Presenting sponsor of “Match of the Day” and
USOpen.org‟s “Players Section”
US Open Recap
• CSR Initiative: Racquet Return Program • Launched at Arthur Ashe Kids‟ Day with the NYJTL & Jim Courier • Total of 550 racquets donated to the NYJTL
• Hospitality
• Hosted over 1,000 guests in a brand new Emirates-fitted center court double suite
US Open Recap
• The Emirates Experience (15,525 engagements) • Replica A380 Suite • Interactive touchscreen • iPad quiz
• Ball Fight Simulator (3,032
participants)
• US Open Club Presented by Emirates Airline (11,934 engagements)
US Open Recap • Ticket Upgrades (13,500 impressions per
upgrade)
• „Emirates Day‟ On-Court Promotions (75,220 impressions) • Spot the Cap • Ball Flight
• Fan Cam Promotion (27,818 viewers)
• Better Service Promotion (67,500
impressions)
• Gave away a total of 8 Emirates flight tickets from USA to Dubai
2013 EAUSOS Objectives
• Highlight aspirational value of the Emirates brand
• Engage local business networks
• Develop fully integrated CSR Platform
• Showcase Emirates‟ global support for tennis
• Create activities that celebrate fans‟ passion for tennis
• Continue to raise awareness
2013 EAUSOS Activation Plan
• Launch new tournament-wide CSR Program
• Activate the Lifestyle Booth in key Emirates markets
• Create cutting-edge, on-site digital activations
• Bringing the fans closer to the players through our ATP partnership through social media