The vision to create Emirates airline is the brainchild of His Highness Sheikh Mohammed bin Rashid Al Maktoum, who was Dubai’s Crown Prince, and UAE Minister of Defence in 1984. The United Arab Emirates (UAE) – at the time – was a partner in Gulf Air, so Dubai’s plan was perceived as going against the regional (GCC) grouping and “big brother’s” wishes.
From late that year, a plan to launch Dubai’s very own airline quickly crystallised, and a small team led by the late Sir Maurice Flanagan who was the Managing Director of Dubai National Air Travel Agency (DNATA), worked round-the-clock behind the scenes to bring the airline to reality.
Sheikh Mohammed asked Sir Maurice Flangan to look into making his dream a reality by starting the real work for launching Dubai’s airline. By December that year a comprehensive business plan was ready.
In March 1985, Maurice Flangan was tasked with the ambitious mission to launch an airline in 5 months with $10 million seed funding. He was told that the airline had to “look good, be good, and make money”. There would be no subsidies or political protection under Dubai’s open skies policy.
Amongst the many things the team were tasked with, was to come up with a name for the airline, and a visual identity including aircraft livery.
Ideas and concepts were bandied around, and eventually “Emirates” and “Dubai Airlines” were the top 2 monikers presented to HH Sheikh Mohammed. He did not hesitate to choose “Emirates”.
The team then approached a selected list of global design agencies to come up with an aircraft livery and logos for the new airline. Eventually, the proposal from London-based “Negus & Negus” was selected – featuring a clean, bold, and elegant theme of beautiful gold Arabic calligraphy on a white background. Today, this is one of the most instantly recognisable aircraft liveries, visible at major cities across 80 countries on six continents.
On 25 October 1985, Emirates operated its first flights using a Boeing 737 and an Airbus 300 B4 wet-leased from Pakistan International Airline (PIA) to Karachi and Mumbai.
It has taken years to build Emirates into its current standing as the world’s largest international airline, and one of the most recognisable global brands. Emirates would be a global player, based in Dubai, and it would offer products and services of the best quality. Its mission is to connect Dubai to the world, and to connect the world through Dubai.
On 3 July 1987 Emirates took delivery of its first owned aircraft, an Airbus A310-304. In its first 5 years of operation, Emirates grew its Route Network to 14 destinations:
- 1986 Amman – Colombo – Cairo – Dhaka
- 1987 Male – Frankfurt – Istanbul
- 1988 Damascus
- 1989 Jeddah – Kuwait
Then, in the 1990s – and beyond – these routes were added to EK’s network:
- 1990 Riyadh – Tehran – Singapore – Manila – Manchester
- 1991 London Heathrow – Hong Kong – Beirut
- 1992 Paris – Rome – Zurich – Jakarta
- 1993 Dammam – Muscat
- 1994 Nice – Larnaca – London Gatwik
- 1995 Johannesburg – Nairobi
- 1996 Athens – Melbourne – Kuala Lumpur
- 1997 Dar-Es-Salam
- 1998 Malta – Peshawar
- 1999 Islamabad – Lahore – Munich
- 2000 Bahrain – Sydney – Entebbe – Milan – Chennai – Birmingham
- 2001 Dusseldorf – Hyderabad
- 2002 Casablanca – Khartoum – Perth – Maurituis – Osaka – Kochi
- 2003 Moscow – Auckland – Brisbane
- 2004 Lagos – Accra – Shangai – Glasgow – Vienna – New York – Christchurch
- 2005 Seychelles – Seoul – Triuvananthapuram
- 2006 Abidjan – Hamburg – Kolkata – Addis Ababa – Beijing – Tunis – Bengaluru
- 2007 New Castle – Soa Paulo – Ahmedabad – Toronto – Houston
- 2008 Cape Town – Guangzhou – Los Angeles – San Francisco
- 2009 Durban – Luanda
- 2010 Tokyo – Narita – Amesterdam – Prague – Madrid – Dakar – Medina
- 2011 Basra – Geneva – Copenhagen – St. Petersburg
- 2012 Rio De Janeiro – Buenos Aires – Dublin – Lusaka – Harare – Dallas – Fort Worth – Seattle – Ho Chi Minh – Barcelona – Lisbon – Washington DC – Adelaide – Lyon – Phuket
- 2013 Warsaw – Algiers – Tokyo Haneda – Stockholm – Clark – Sialkot – Kabul
- 2014 Taipei – Boston – Abuja – Chicago – Oslo – Brussels – Budapest
- 2015 Bali – Orlando – Bologna – Istanbul via Sabiha Gokcen Airport
- 2016 Cabu – Hanoi – Yangon – Fort Lauderdale
- 2017 Newark – Zagreb – Phnom Penh
- 2018 London Stansted – Santiago De Chile – Edinburgh
- 2019 Mexico City – Yamagata – Yagon
Emirates has been leading the way in in-flight entertainment. It was the first airline to install video systems in all seats, in every cabin class, throughout its fleet. Furthermore, EK was the first airline to introduce telecomunications in all three classes of its Airbus aircrafts and it equipped its Airbuses with an inflight fax facility to allow passengers to stay in touch during their flight.
Emirates was the first airline to acquire the Airbus A 380 and it built the world’s first purpose-built A 380 facility at Dubai International Airport Concourse A, which allows direct boarding to the upper deck.
Emirates made history when it ordered 42 Boeing 777 in a deal worth $9.7 billion, and today it maintains the position of being the world’s biggest operator of the 777.
Emirates has a strategic partnership with Dubai’s value Airline “Fly Dubai”. This includes an expansive codeshare agreement, schedule alignment and network optimisation. Emirates had signed in 2012 an extensive commercial partnership with Qantas. This allows travellers – of both airlines – seamless Australian and international network connections, exclusive frequent flyers benefits and world-class travel experience.
In 1998 Emirates entered another significant strategic partnership with United Airlines in September 2022, expanding its reach and connectivity in the Americas.
In 2014 Emirates was named the world’s “Most valuable Airline Brand” and the Middle East’s most valuable brand by “Brand Finance”.
In 2016 Emirates was named the World’s Best Airline and received 12th consecutive awards for best inflight entertainment at Skytrax World Airline Awards.
THE ROLE OF ADVERTISING IN MAKING ARAB BRANDS GLOBAL
In its early days, EMIRATES had a compact Advertising Department headed by an Englishman called Mike Simon, who did not see a need for any of the main global agencies to help in promoting the budding airline. After all the routes were fairly limited, so all the Dubai based agencies rushed to offer their services. We at TBWA\RAAD succeeded in getting the EK advertising team participate to a DIsruption Day promising that was being offered -with our compliments -and with absolutely no strings attached.
After a couple of month, they called us to seek our involvement in helping launch their new route to Lahore.
This gave us the opportunity to step-in, when we realized that the Airline was in need of advertising support in Asia. TBWA\HONG KONG coordinated EK’s advertising in Hong Kong, Malaysia & Thailand. But when TBWA\RUSSIA got appointed for EK’s advertising, we lost the Asian business as the Airline forged with their policy of avoiding one global agency creeping in.
This was EMIRATES advertising in the Eighties, but as the Airline developed in routes, fleet and status, its communication strategy took a front seat in introducing the brand into a real global carrier.
EMIRATES became a major sponsor of sports teams, events and venues
After more than 40 years, Emirates Airlines realized that multiple agency produced destination and product advertising are no more sufficient to address its meteoric rise from a one rented plane airline to the current travel power-house, it has become.
At that time, Emirates began to search for a global communication partner to help in telling the world its impressive story.
By August 2011 an Amesterdam based creative hot-shop called “Strawberry Frog” got shortlisted because it had been gaining reputation for helping brands out leap ordinary, stagnant, indifference, dull, lame, boring communication.
In April 2012 the new agency launched a global branding – on behalf of Emirates Airlines – under the theme HELLO TOMORROW, developed to position EK as more than just a travel company; focusing on connecting people and fostering global experiences.
The campaign aimed to inspire a sense of connection and positive change through travel, thus moving EK beyond past traditional airline advertising and position it as a lifestyle brand.
Hello Tomorrow emphasized the role of travel in bringing people closer, fostering connections and promoting cultural exchange ,
Tha campaign encouraged people to embrace new experiences , think bigger, and explore further, all facilitated by Emirates Airlines.
- Case Study: https://youtu.be/4RY0fWKFm6s?si=BoepjiPWVC09tuwB
- Ad: https://youtu.be/K73wKzSZi9o?si=Wt-jqdrg1ffHIlT8
For observers, it looked like EMIRATES went back to their local advertising agency after the HELLO TOMORROW launch by “Strawberry Frog”. But it was clear that the airline has overgrown patchwork advertising and needed to co-survive with very big communication language that matched its global leadership status, so they signed the popular American movie star Jennifer Aniston to act as their spokes person in 2015.
It took serious planning, consideration and courage to launch their new global slogan “Fly Better” via a $20 Million campaian.
spearheaded by a pool of TV commercials starring Aniston onboard the A380, making fun of the competition namely British Airways, American Airlines, United and Delta.
Then in 2023 Emirates replaced Aniston by the Spanish movie star Penelope Cruz as their spokes women.
STOP PRESS
Emirates Airliпes Strikes Historic Sponsorship Deal with André Rieu — $2 Million Annual Support and Unlimited First-Class Travel
In a move that has stunned both the world of aviation and the world of music, Emirates Airlines has officially announced an unprecedented personal sponsorship deal with legendary Dutch violinist and conductor André Rieu. The contract, which is already being called one of the boldest cultural partnerships of the decade, provides Rieu with unlimited first-class travel aboard Emirates for his international tours — plus an astonishing $2 million annual sponsorship package to fuel his global performances.
The collaboration is part of Emirates’ ambitious “Accelerating Dreams” campaign, designed to highlight extraordinary talents whose work transcends borders. While the airline has long been known for sponsoring major sporting events and teams, this marks a historic moment: a full-scale investment in classical music’s most beloved showman.
Emirates Airlines: “Accelerating Dreams” Through Music
Emirates explained that the decision to partner with André Rieu was inspired by his unique ability to make classical music accessible, joyful, and universal. For decades, Rieu has captivated audiences with his Johann Strauss Orchestra, transforming concert halls and open-air arenas into grand celebrations of waltz, romance, and unity.
“André Rieu doesn’t just perform music – he creates moments of magic, shared across cultures and generations. Supporting him means supporting a vision of art that inspires the world.” – An Emirates spokesperson.
The sponsorship guarantees that Rieu and his orchestra will travel in unparalleled luxury and comfort, ensuring seamless global tours and greater outreach to fans worldwide.
André Rieu’s Emotional Response
Following the announcement, André Rieu delivered a heartfelt message that resonated deeply with fans and industry insiders alike.
“Music has the power to bring people together, to heal, and to uplift,” Rieu said. “With the support of Emirates, I will be able to share that joy with even more people around the giobe. This is not just about sponsorship — it’s about a shared belief in dreams, beauty, and connection.” Witnesses to the announcement described the atmosphere as “emotional” and “historic.” Some even likened Rieu’s speech to a farewell letter of sorts – not because he is leaving, but because it symbolized the beginning of a grand new chapter.
Praises from Emirates’ Leadership
The chairman of Emirates Airlines was reportedly full of admiration for Rieu, calling him “a cultural treasure who embodies humility, dedication, and vision.” He praised Rieu for bringing joy to millions of people across different nations, religions, and backgrounds – noting that the violinist’s music has become a symbol of hope and harmony.
“In a divided world, André Rieu is a unifying force. We are proud to be part of his journey.” – The Chairman
A Sponsorship Unlike Any Other
While sports stars often headline multimillion-dollar sponsorships, the decision to invest in an artist like André Rieu is groundbreaking. The package includes:
- Unlimited Emirates First-Class Travel for all tours, rehearsals, and special projects.
- $2 million annual sponsorship to support orchestra logistics, production, and outreach.
- A series of co-branded events where Emirates and Rieu will collaborate on cultural showcases around the globe.
Experts believe this deal may inspire other airlines and global brands to look beyond traditional sponsorships and into partnerships with cultural icons who hold mass appeal.
Fans React Worldwide
Unsurprisingly, fans from Europe, the United States, Asia, and beyond erupted in excitement across social media. Hashtags like #RieuEmiratesDreams and #FlyingWithAndé quickly began trending.
Fans comments:
“This is exactly what the world needs — more music, more connection, and a brand making it possible.”
“If anyone deserves this kind of recognition, it’s André Rieu. His concerts are pure magic.”
Critics who initially questioned the move quickly softened their stance after seeing the overwhelmingly positive public reaction. Many acknowledged that Rieu’s blend of accessibility, tradition, and showmanship makes him the perfect cultural ambassador for a brand like Emirates.
The Future of the Partnership
The deal not only guarantees that André Rieu’s iconic waltzes will reach wider audiences, but it also signals a new era where music and travel intertwine. Rumors suggest Emirates may even sponsor exclusive in-flight performances or collaborate on cultural festivals featuring Rieu’s orchestra.
For now, one thing is certain: the partnership has elevated both parties into a league of their own. Emirates has positioned itself as a visionary supporter of the arts, while André Rieu gains the wings to expand his mission of spreading joy through music on a truly global scale.
From the concert stage to the skies, André Rieu has proven that music knows no borders – and now, thanks to Emirates Airlines, his dream of uniting the world through melody has never been closer.
CONTRIBUTORS
- Boutros Boutros – Emirates Vice President, Corporate Communications, Marketing and Brand
- Ramzi Raad, Group Chairman of TBWA\RAAD Middle East
- Emirates, then and now: EK’s website
- Google.com