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Open Skies
The Relaunch
Objectives
• Create the world’s best in-flight magazine - make it beautiful, smart, compelling and collectible
• Create a brand around Open Skies - ensure passengers’ experience with the magazine is as enjoyable as their experience with Emirates
• Re-invent what an in-flight magazine is - integration, digital, mobile, viral
Making this happen
• Use the best writers, photographers and artists in the world and collaborate with those yet to establish themselves
• Break new talent from around the region and beyond
• Take cues from the world’s best titles, reinterpreted to form Open Skies
Our References
Who We Are
• A Magazine for Intelligent people• Gender-neutral - quality appeals to both
sexes and all age groups• Witty, informed, engaging and smart
The Cover
Cover Treatments
• Allow the cover to breathe - be creative, playful and innovative while keeping the brand consistent
• Don’t use multiple cover-lines - be confident, the magazine is not on a news stand so does not need to wear its contents on its cover
Good Cover
• Simple, engaging, interesting image
• Strong logo with unique font
• White space allows image and brand collateral to breathe
Bad Cover
• Far too many cover-lines, dated fonts
• Meaningless and inaccurate main headline
• Masthead is obscure by very average photograph
Themed Issues Are:
• Collectable, innovative and easier to plan - creativity needs organisation and this allows us to plan 12 issues in advance
• We can create viral campaigns and word-of-mouth buzz around the issues
Themed Issues
• The Retro Issue• The Music Issue• The Consume issue• The Art Issue• The Japan Issue• The Style Issue
• The Literary Issue• The Africa Issue• The Green Issue• The Children’s Issue• The Future issue• The Adventure Issue
Front of Book
• The front of book draws the reader into the magazine - if the features are the main course, the FOB is the starter
• Creates ‘go to’ sections that become must reads every issue
• Allows far more destinations to be featured in creative ways
Skypod
• Linked to both the ICE system and the theme - the African issue will feature a Senagalese artist choosing his top ten African tracks
Global Columnists
• A monthly column from somewhere around the world who gives us the low-down on what’s happening Someone who can tell us ‘why’ as well as ‘what’. Talking to Monocle and LP about original content exclusively for us
Room
• A micro approach to the piece – minutes it takes for room service arrives, the price of a club sandwich, internet speed, view, number of TV channels, size of shower, daily newspaper or not etc. Useful and to the point
Graphic
• An info-graphic related to that issue’s theme. An intelligent way of condensing a lot of information into one beautiful, accessible piece of art. We are in talks with some of the world’s best info-graphic designers to design a monthly graphic for us
Booked
• A review of a classic book that we recommend you purchase for the flight back. We shoot the book in the studio and do a short review. Could this be tied into the in-flight shop - Open Skies Classics
Mapped
• A mini-guide to one street in one Emirates destination each issue – very service-orientated – the quality comes with brilliance of map and the fact that the street is not the main shopping/tourist street in the city
Booty
• Cool stuff from around the globe. Everything from Russian World War II medals bought in a Peshawar flea market to limited edition Bathing Ape trainers bought in an Osaka store
A Brief History Of…
• We can focus on an issue and break it down into a timeline with a short commentary. Feature everything from handbags to
Twitter Pitch
• Six places tell us in 140 characters why their or store or restaurant or independent cinema is the best in their city. We link to their Twitter address online creating a viral effect
Calendar
• Reinvent the calendar - make it more useful, more intelligent and more beautiful
Features
• The key to the magazine, the feature well will showcase both the world’s best writers and upcoming talent from around the region
• The features will follow a coherent pattern and complement the flow of the magazine
Information Pages
• These pages should focus on the countless fascinating stories, statistics and people that make Emirates the company it is
• Intrigue, surprise and present the content in a far more compelling way - engage the reader
Be Interesting
• Emirates flies hundreds of stories on each flight
• Smart stats - how many ice cubes are served each month, how many languages are spoken?
• Don’t be afraid to tell the Emirates Stories
The Route Map
• Airline route maps all look very similar
• Why not be different - make the map more engaging, more useful and more surprising
Beautiful Intelligence
• Be beautiful• Be smart• Be engaging• Be relevant• Be collectible