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Here’s a slogan for you

Here’s a slogan for you

Emirates airline is taking a new direction with its advertising, apparently. No doubt it will spend a fortune in the process, but why bother? Sam Potter will help for free.


July 28, 2010 5:42 by

Emirates airline has decided to drop its slogan, “Keep Discovering,” reports the National. According to the paper, the rapidly expanding airline has appointed a new “global communications partner” to help “refresh its brand.”

“We’re coming up with something more global,” says Boutros Boutros, the divisional senior vice president of corporate communications at Emirates (phew, what a title!). “When you grow like Emirates has done, your communications strategy needs to grow in parallel.”

In plain English: Emirates wants a new slogan so has hired a new ad agency. (Sometimes, I wish they’d just say that, instead of trying to impress with marketing jargon.)

Slogans are, in my opinion, one of the biggest annoyances of the modern age. Not so much their existence, but more the value and weight placed on them by desperate corporations trying to stake out a little brand territory, and by the agencies paid a fortune to come up with them. Because, when it comes down to it, these are the only two groups of people who could care less about a company’s slogan.

“Keep Discovering.” Apparently, that’s been the Emirates slogan for years. Who knew? I didn’t have a clue. And if you’re sitting there smugly saying you did know, how about this for a test: What are the slogans of Etihad, British Airways, or Virgin Atlantic? If you’re in the ad industry, or airline industry, you may have an advantage, but I’m betting the rest of us have no idea.

Like I say, the only people who know the slogan and who care are the agency and the client. But what annoys me is the cash Emirates will shoe out to have its new slogan created. It will be thousands and thousands of dollars. Serious bucks. And what will they get in return? “The magic of Emirates.” “Emirates: Connecting the World.” “One airline, one world.” “Me and my Emirates.” (Some of these were created with the help of online slogan generators. Try it, it’s fun.)

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1 Comment

  1. koushik bhattacharjee on January 2, 2012 10:39 am

    I would like to know that which skill is required for a cabin crew in emirates and which are the most?


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