“Nothing is impossible” in Dubai .. “Emirates Airlines” repeats the experience
"The Giant" revolves around the Burj Khalifa to promote "Expo 2020"
"The Bold Woman" on top of the Burj Khalifa, carrying message boards with an invitation to visit the "Expo".
From the source
Tim Clark: "(Expo) continues to generate excitement and momentum around the world with its half-life."
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“Nothing is impossible” in Dubai, Emirates Airlines has repeated the use of the top of the Burj Khalifa for another version of its advertising campaign, which has received wide response, and made global headlines and social media posts for millions last August.
In the new advertisement, to spread the message of Dubai and promote its brand, the airline used the "A380" (giant) aircraft in the livery of "Expo 2020 Dubai".
This time, the "Bold Woman" is standing again at the top of the Burj Khalifa, carrying message boards with an invitation to visit "Expo 2020 Dubai", the largest exhibition in the world, on board the famous Emirates "A380".
Then she points to her "friend", the Emirates A380, dressed in the "Expo 2020 Dubai" livery, hovering in the background, standing firmly on top of the world's tallest building.
The ad features spectacular aerial views of Dubai and its famous skyline, culminating in the aircraft flying over the Al Wasl Dome at the Expo 2020 Dubai site.
momentum
Emirates Airlines President Tim Clark said, "(Expo 2020 Dubai) continues to ignite excitement and momentum around the world with the half-life of its stay."
He added: “Our new campaign boldly conveys the message of the exhibition, inviting people to come and experience what truly is the greatest event in the world. And various international dishes in one place except Dubai, which is already considered the (Expo) one of the most important attractions.”
"We aim to give global travelers more reasons to choose (Emirates Airlines) and Dubai for their current winter and upcoming spring holidays," Clark added.
Planning
Although the advertisement appeared to be filmed quite easily, the entire project required in-depth planning and meticulous execution with the participation of all stakeholders in the aviation sector in Dubai, with an emphasis on safety at every stage when carrying out the low-flying maneuvers.
The carefully designed flight process involved the A380 flying at an altitude of only 2,700 feet, which is equal to the height of the Burj Khalifa.
The plane also flew at a very slow speed of 145 knots.
To put the number in perspective, the average speed of the A380 is about 480 knots.
The low speed allowed the aircraft to efficiently and continuously circle the Burj Khalifa, achieving a narrow radius without drifting away.
The Emirates A380 made a total of 11 laps around the top of the Burj Khalifa to get the right shots for the ad.
In a very interesting shot, the plane appeared to be flying past the daring woman as she stood at the top of the tower, when in fact she was more than half a mile away.
cooperation
During the planning stages, Emirates airline pilots, flight operations teams, air traffic controllers, helicopter pilots, drone operators, camera crews and organizational teams, in addition to the General Civil Aviation Authority, the Dubai Civil Aviation Authority, the marketing team at Emirates Airlines, and the company team Emaar, together, to discuss and discuss all the details and aspects of the mission, design the flight plan, assess potential risks, calculate air traffic and areas in which the aircraft will fly, as well as measure weather conditions and winds in order to secure the necessary approvals.
commitment
Emirates Airlines reported that the new global campaign, shown on various channels in 12 languages, will appear for the first time in 19 countries on television, cinema, digital and social media platforms, noting that the announcement is part of a broader commitment of $ 20 million, pledged by the airline to help Creating awareness and excitement, and attracting more visitors to Dubai and Expo 2020.