Emirates Airline US Open Series Partner Summit
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 250 200 197 164 150 113 100 50 0 20 131 125 140 31 2010-2011 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)
Sponsorship Acquisitions ‘12-’13
Emirates Airline US Open Series & US Open 2012 Recap
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
Emirates Airline US Open Series Recap
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
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
Thank You
Emirates Airline US Open Series Partner Summit presented by Roger Duthie Head of Sponsorships, Emirates Airline . Only 11 airlines out of the 395 on Facebook have 1m likes on . Gave away a total of 8 Emirates flight tickets from USA to Dubai . 2013 EAUSOS Objectives
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