MULTI-DAY PRODUCT LAUNCH
Event & Production credit to Corinthian Events.
EMIRATES AIRLINE INAUGURAL BOSTON FLIGHT
CHALLENGE: Create a multi-day launch campaign to introduce Emirates Airline’s new Boston to Dubai direct flight.
1. Design a branded lounge in Logan’s international terminal for VIP guests disembarking the inaugural flight, invited press, and dignitaries.
2. Create a brand experience for the travel industry leaders highlighting the first flight to Boston.
3. Celebrate the inaugural flight with a gala dinner that is quintessentially Boston, can seat 400 VIP guests and embraces the Emirates brand.
SOLUTION: Three unique events were created around the inaugural flight, each positioning the Emirates brand to be at the forefront at all touch-points while accurately following the stringent brand guidelines and also representing the culture of the brand.
1. It was imperative that the press and dignitaries felt immersed in Emirates’ brand immediately upon arrival at Logan. This was accomplished by working closely with Massport to bypass usual airport security allowing guests and my crew special access into the international terminal. Through careful negotiation and clever logistics, the once drab international terminal became all about Emirates.
2. Transform a basic hotel venue and allow Emirates’ brand to shine through.
3. Without a suitable venue for a 400 guest seated dinner, I had to get creative. The solution: Retrofit the Wang Theater by constructing tiered staging over the existing seats of the theater while utilizing the Wang’s impressive stage. This is where Emirates met Boston and formed a great partnership. Please view the video in the photos slideshow below to see the transformation.
This campaign was a finalist for the 2015 ADME Best Innovative Event
̌ Please scroll down to see this three-day campaign
