Emirates Brings Its Top Communications Team To Dubai

More than 180 top-class professionals from the worlds of public relations, advertising, marketing and communications gathered in Dubai last week to chart the future course -- and write the next chapter -- in the unfolding success story of the Emirates Group.

They came to its Corporate Communications conference, A Global Vision, to devote their expertise to promoting a company which last year, in the wake of September 11, defied expectations by posting record profits despite an industry-wide bookings slump, and by unveiling orders for new aircraft worth $15 billion.

Recognising the importance of the occasion and of the audience, Maurice Flanagan, Group Managing Director, in a cornerstone presentation at Deira’s J W Marriott Hotel, called on his communications team to help Emirates achieve its strategic objectives for the rest of the decade.

“Next year we will bring 11 new aircraft into our fleet, a record number, and carry eight million people, also a record,” Mr Flanagan said.

“We will launch new routes to North America, Africa and Europe, and prepare for the opening of our new cargo terminal in 2005. We will develop our many other businesses like Dnata, Emirates Holidays, Arabian Adventures, Mercator and Galileo.

“Above all, we will continue to expand our multi-cultural, multi-national staff -- so essential to our success -- from 18,000 now to 33,000 by 2010. And we will do all this without joining an airline alliance. We will remain fiercely independent - and successful.”

Delegates heard presentations from Ghaith Al Ghaith, Emirates’ Commercial Operations Director, on next year’s expansion strategy; Hans Haensel, Director of Destination and Leisure Management, on Dubai’s major development projects; Ibrahim Belselah, Director Dubai 2003 International Monetary Fund, on next September’s World Bank/IMF meeting which will bring 20,000 visitors to Dubai.

Emirates Airline is a Strategic Partner for Dubai 2003, which will be the largest conference ever held in the region. Lord Bell of Britain’s Chime Communications plc, on the vital need to integrate advertising and PR to develop Emirates into a truly global brand.

Senior Corporate Communications executives outlined their forward plans. Delegates had an exclusive preview of Emirates’ new advertising campaign, only the sixth in its history, then made fact-finding trips to the Marina, Convention Centre, Palm and other major Dubai developments.

Mike Simon, Emirates’ Director of Corporate Communications, urged his team to use their skills to spread the word about Dubai and its airline and to help its rulers achieve their future vision.

“This year represents a milestone in the history of the Group - and never have we looked ahead with such confidence. We have 80 agencies in 50 countries, an agreed communications strategy, and a strong focus on brand integrity and consistency,” he said. “Now we look to you all to help make our brand promise reality.”

The conference ended with presentations on Emirates’ sports sponsorship, including Chelsea Football Club; a progress report on the Skywards frequent flyer scheme; a briefing on commercial marketing plans; and workshops on advertising and public relations planning.