The paper “ Emirates Airlines’ Marketing Communications" is a meaningful example of a case study on marketing. According to the American Association of Advertising Agencies, integrated marketing communications (IMC) is an idea of marketing communications organization that recognizes the enhanced appeal of a detailed plan that assesses the strategic functions of a mix of communications disciplines and puts them together to offer precision, uniformity and utmost communications effect through flawless integration of distinct messages. In other words, IMC is a communications activity that involves the planning, establishment, integration, and execution of various sales promotions, advertisements, events, publicity releases, and so forth, which are disseminated over a given period of time to a brand’ s targeted consumers (Shimp 2010, p.
10). The objective of IMC is to affect or directly change the behavior of the targeted audience. This paper analyses the IMC strategies that Emirates Airlines has used to reach its target customers in the air travel industry. Emirates Airlines IMCIt is clear that IMC involves the use of different promotional tools in a cohesive way to generate synergy (Egan 2007, p. 388).
That is, IMC is concerned with getting all of the various communications messages used by a company to work together in order to reinforce the message that the organization wants to put across. In April 2012, Emirates Airlines unveiled a novel brand platform and strategy dubbed “ Hello Tomorrow” , which positions the international carrier as the facilitator of international connectivity as well as extraordinary experiences. In this IMC campaign, Emirates depicts itself as a new brand that is evolving from an ordinary travel brand to an international lifestyle trade name (Emirates 2012). The “ Hello Tomorrow” marketing campaign targets a new audience that includes people who have some travel experience or those who have ambitions to get the traveling experience, as well as those who embrace the chance to test the untried experiences (O'Reilly 2012).
The campaign also aims to capture the passion for connecting people’ s dreams, hopes, as well as aspirations. According to Indiantelevision. com (2012), “ Hello Tomorrow” aims to motivate people to meet the limitless potential of “ tomorrow” now. Splitting the phrase “ Hello Tomorrow” into two words, Hello and Tomorrow, it can be noted that “ Hello” is a greeting or an invite to person, an experience or a place; whereas “ Tomorrow” indicates a time, state of mind, a place or the unlimited possibility of the future.
Thus, by combining the two words, Emirates encourages potential customers to attempt doing the untried, develop new thoughts, and create new dreams. To reinforce its message to the public, Emirates engaged a number of advertising channels including television, newspapers, advertising on the Internet through the organization’ s website (http: //www. emirates. com) and other online channels such as YouTube. Basically, all these channels of advertising aimed to communicate the same message: “ Hello Tomorrow” .
The TV advert can be watched from YouTube at < http: //www. youtube. com/emirates> while some of the adverts featured in various newspapers worldwide and on the company website are shown in the captions below. They include “ Tomorrow never stops exploring” , “ Tomorrow brings us all closer” , “ Tomorrow wants to add your colors in the mix” , “ Tomorrow rewards the curious” , and, “ Tomorrow thinks the borders are so yesterday” .