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A new brand platform, led by a global multimedia marketing campaign carrying a "Hello Tomorrow" strapline, aims to position the airline as the "enabler of global connectivity and meaningful experiences".

The campaign continues Emirates' evolution from a travel brand to a global lifestyle brand and will include an increased amount of digital activity in a bid to engage with a younger audience.

Emirates says its new target audience are individuals who are well-travelled, or have ambitions to become well-travelled, and who also embrace the opportunity to try the unfamiliar.

The carrier says "globalistas" also represent its global 45,000-strong workforce.

Emirates also hopes the "Hello Tomorrow" positioning will spark a "global movement", encouraging people from different communities to join together and make a positive impact on society, rather than just purely serving as a series of adverts for the brand.

Sir Maurice Flanagan, vice chairman of Emirates Airline and Group, says the new corporate image and campaign underlines the confidence the company has in its existing services and the vision it has for the future growth of the brand.

"Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people's hopes, dreams and aspirations," he adds.

Emirates is predicted by Boston Consulting Group to become the world's largest airline by capacity by 2015, overtaking rivals such as Delta, United Airlines and American Airlines.

Last year Emirates signed a record deal with Boeing to buy at least 50 twin-aisle passenger aircraft, substantially increasing its capacity and enabling it to roll out more routes to different global destinations.

The "Hello Tomorrow" campaign was created by StrawberryFrog, Emirates' long-standing lead communications agency.

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Emirates introduces new brand positioning

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A new brand platform, led by a global multimedia marketing campaign carrying a "Hello Tomorrow" strapline, aims to position the airline as the "enabler of global connectivity and meaningful experiences". The campaign continues Emirates' evolution from a travel brand to a global lifestyle brand and will include an increased amount of digital activity in a bid to engage with a younger audience.

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This article shows the efficiency and effectiveness of Emirates Airline's Management Information Systems (MIS). With strong information systems, Emirates Airlines is capable of even smoother and faster flights with less problems and hiccups.
This in turn, would make the airline seem even more attractive to potential customers.

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This article talks about an outsourcing agreement that IBM, a multinational technology company signed with Emirates Airline. With this, IBM helps provide IT infrastructure delivered as service that improves the efficiency on its Passenger Support Systems (PSS) and its business functions. This allows the airline to re-design its business processes and streamline airport operations. Emirates' has been running its ticketing reservations system on IBM mainframe for the longest time. All this this shows the types of systems used by Emirates to run its business functions.

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IBM has signed a ten-year technology services agreement with Emirates Airline worth approximately US$ 300 million. IBM will provide IT Infrastructure delivered as a service, allowing the airline to improve efficiency on its passenger support systems and functions. The agreement provides fully managed services for the IBM mainframe and storage. Additionally, the platform allows the airline to build new apps that will support the API Economy - a commercial exchange of business functions, capabilities, or competencies as services packaged in APIs.

Emirates collaborated with IBM earlier this year to enhance its Passenger Service System (PSS). IBM technology and services will allow Emirates to re-design its business processes and streamline airport operations. Emirates has run its ticketing and reservations system on the IBM mainframe for more than 30 years. IBM's z Systems is the foundation for all of the airline's mission critical data and transactions.

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IBM signs outsourcing agreement with Emirates Airline " Navisco Outsourcing Professionals

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IBM has signed a ten-year technology services agreement with Emirates Airline worth approximately US$ 300 million. IBM will provide IT Infrastructure delivered as a service, allowing the airline to improve efficiency on its passenger support systems and functions. The agreement provides fully managed services for the IBM mainframe and storage.

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After reading the article, I've learnt that Emirates uses the "ICE" system, which stands for Information, Communication, Entertainment. This system enables the flight passengers to do things like keep up with the news and send emails. The flight passengers are also granted access to over 1800 different channels throughout the flight. Not only can customers access the latest movies and music, they can also track the progress of their flight, take in the view from the plane's external cameras, make calls, and watch live TV.

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http://www.businessinsider.com/emirates-has-best-in-flight-entertainment-2014-12/?IR=T&r=SG

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By reading this article, I learnt that Emirates Airline's target users people who are well-travelled or have the ambition to be well-traveled. Emirates also started a campaign called "Hello Tomorrow" to help encouraging people from different communities to join together and make a positive impact on society. I feel that their campaign is a good way to encourage people to travel and see the world.