Research showed that Australian travelers perceived Emirates as an airline that was too premium, uptight and impersonal, with limited destinations and appeal. As a result, local carriers dominated the Australian market in sales and consideration. Our challenge was to build brand equity and increase consideration with Australian travelers. We needed to break the norms of traditional airline communications and allow travellers to connect with Emirates in a uniquely personal and emotional way. Emirates also wanted to be perceived as more than an airline—rather, a facilitator for discovery and experience.
Finding Your True North: Emirates
Music was the passion and strategic platform we needed, breaking the category norms as our communication hero—a global language of people. Rather than the airline dictating the desired destination(s) to the consumer, we wanted Emirates’ travelers to let their passions choose their next destination through the power of their own music taste. To make this a reality we created the world’s first musical algorithm that analyzed an individual’s musical data to curate a personalized Emirates destination experience. We called the campaign “Find your True North,” partnering with Spotify to bring our concept to life. We built a landing page that instantly ingested an individual’s Spotify data to recommend a specific city with matching musical attributes. We invested in YouTube, Facebook and Instagram to find our musical, wanderlust Aussie audience. Industry and travel publications amplified our content, followed by campaign targeting travel influencers across YouTube.