Federation flies high with Emirates

Auckland indie Federation has been chosen by Emirates to handle its creative account in the New Zealand market. Federation won the account after a robust pitch lasting several months, understood to have involved at least two other agencies, including the incumbents Saatchi & Saatchi. As the agency of record, Federation will be responsible for brand, digital, direct and trade marketing, working alongside the Emirates corporate communications team in Dubai.

Boutros Boutros, Emirates’ divisional senior vice president, corporate communications, said Federation presented some outstanding and innovative ideas that connected with its vision of where it wants to take the Emirates brand as the airline evolves and grows.

“As our creative account partner in New Zealand, Federation will work with our media agency Starcom to help build our brand and customer base in this market,” Boutros added.

Founder and director of Federation Sharon Henderson says: “We are extremely proud to be appointed by Emirates. This is a very important win for our agency. The airline and travel category is one our team knows and loves, and the Emirates brand has an enviable reputation as one of the world’s best airlines. It also fits in really well with Harvey World Travel and Accor, some of our other accounts.”

“It is a company with an outstanding offer for New Zealand travellers and we’re very much looking forward to partnering with Emirates to build on their vision for this market.”

Emirates is going down a fairly untraditional road here, in picking hot new indies over the traditional biggies. Emirates is a global brand and Amsterdam indie Strawberry Frog is the creative agency supporting the airline globally.

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