January 31, 2019

Emirates continues to push boundaries with their award-winning ice entertainment system, with the announcement of an innovative solution to help Dubai and UAE businesses promote themselves to the over 5 million passengers a month flying on Emirates.

Dubai and the UAE have many great restaurants, entertainment options, events, activities and theme parks to enjoy – and all are keen to promote themselves to Emirates customers heading to Dubai as well as UAE residents.

Two promotional TV channels will be introduced initially – one called Dining and entertainment and the other Attractions and activities. These will help passengers discover the must-see attractions, plan unforgettable days out and choose from the city’s best dining offerings and much more – all via dedicated TV channels. Emirates will highlight to passengers the availability of these channels, which are included in the ‘Dubai and Emirates’ section on ice.

The new TV channels provide exciting new marketing opportunities, with bespoke 60 to 120 second video clips allowing businesses to showcase their products and services to a huge and relevant audience. The promotional videos will feature everything from restaurants to golf courses, hotels to authentic UAE experiences, and much more, with a broader choice of options available going forward.

Creating brand awareness onboard Emirates has been a tremendous success story, with major global and UAE brands keen to market to Emirates high-value customers. Traditional inflight TV advertising across all the channels is typically sold out and beyond the budgets of small business. These promo channels provide a new solution to market onboard. “Emirates has always promoted what Dubai and the UAE has to offer. These new TV channels provide local businesses a very affordable way to market themselves to arriving passengers and UAE residents. Maybe you’re coming to Dubai for an important meeting and want to find a great restaurant to take clients to, or perhaps you’re looking for ideas to entertain the family on holiday – these will be “go to” channels on ice to help you plan your trip”, said Patrick Brannelly, Emirates’ Divisional Vice President, and Customer Experience (IFEC).

Emirates has partnered with Dubai based Motivate Media Group to develop the channels. They will handle video bookings as well as providing a full video production support, from concept, design and scripting, all the way through to post-production and editing of content to meet the channel guidelines and format style.

Ian Fairservice, Managing Partner & Group Editor in Chief, Motivate Media Group said, “We have worked closely with Emirates for more than 30 years, and we’re very excited to start this new venture. This project provides a tremendous opportunity to build engaging content on the channel and help grow the inflight entertainment services on Emirates”.