Great week with the Honda/Emirates planning team. I've been working on media measurement for Emirates, assessing their exposure across all media types vs. their competitors - all rather interesting. Still getting used to seeing the seemingly extortionate amounts of money it costs to advertise - I keep wondering how many seats Emirates need to sell to justify £x for a billboard there, a TV spot here. I guess it works...
One thing I've noticed about their branding is how smooth it all is, and how each ad in different formats ties together so well - their website for example, is near perfect for the brand. Great images reflecting the brand heritage, the exoticism of their route offering, and subtle but easy-to-find links to prices and booking. Websites for airlines are, I guess, trying to convince you to book directly through them rather than via an aggregator site or a travel portal such as Expedia or lastminute. With this in mind, it's easy to see why Emirates (and their competitors, I'm sure) has such clean, consistent online branding, with the corproate feel and colours guiding the design and layout. It then suceeds in being a 'home' of the brand online. In the case of Emirates, it's pretty sophisticated. It reflects the luxury nature of the brand, and the 'Emirates Experience' tour further adds to the sense of exclusivity. Measuring their exposure, it's clear that they target a very specific, slightly older and more affluent traveler than many of their compeitors such as Virgin Atlantic. VA alsways seems a little more fun, kitsch and definietly younger.
It turns out the project I did this week for Emirates is done every month, for every client, and probably has a big say in helping the planners and the clients figure out what to do next. I'm sure I'm now going to be unable to visit any website, walk down any street or watch any ad break without deciphering why certain brands are there, and more importantly who they are trying to reach.
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