Emirates and Starcom bask in the warm glow of digital victory

Emirates appears to have gone on a bit of a media spending spree recently and it’s been rewarded with more than just additional passengers after Starcom’s online campaign took out Yahoo!Xtra’s fourth quarter Digital Strategy Award.

Starcom partnered with Yahoo!Xtra to create an Emirates mini-site within its travel section, with the aim of taking the Emirates story directly to the consumer and the judges fell into a deep swoon over the “simple yet logical digital approach that has succeeded in repositioning the Emirates brand in the New Zealand market”.

“Rather than try and pull consumers into the Emirates website, Starcom’s digital strategy took the messages and stories to them as a way to pull them into the Emirates world of travel,” says DSA judge Helen Baxter, managing director of Mohawk Media.

The mini-site content featured a 360 degree virtual tour of the Emirates first class cabin, videos which showcased the airline’s world class food, wine and entertainment and monthly destination themed articles and images that ran in conjunction with their ‘special fare’ activity.

“The campaign’s digital strategy ultimately provided a brand experience for the consumer,” says Baxter. “As a result, they were able to attract users and reach a high level of engagement.

Starcom’s Emirates brand campaign achieved over 36,000 unique browsers in the first three months, a 26 percent increase in brand awareness and a 14 percent increase in brand favourability.

“Emirates has been extremely happy with the success so far from the mini-site,” says Susan Benseman, business director of Starcom. “It’s a great example of collaboration between Yahoo!Xtra, Starcom and Saatchi’s.”

Starcom joins MEC, Spark PHDIQ and joint team Gladeye and Zed Digital in the finals for the 2010 Yahoo!Xtra Digital Strategy Award. The award ceremony will be held next Thursday 3 March at Snapdragon in Auckland and rumours abound about the presence of purpletinis.

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