Emirates have a very interesting branding approach and are a quite successful airline in the world. Last week, Emirates announced that the world famous football player and world cup winner Pele is now their global ambassador. This is a very smart move as Pele is being admired by millions of people worldwide and was just recently honoured wit a lifetime achievement award by Fifa. Shortly after receiving this very prestigious award by Fifa, Emirates announced the fact that Pele is their global ambassador which means that the airline will be able to grow even further and extend its brand even further too (Skift 2014). Link to:
Why Pele would probably be the first thing that comes to mind when reading about this. Although Pele is very well known for his tricks and skills as a world famous football player, it is still surprising as to where the link is between football and Emirates as an airline. In any case, Emirates really made a smart move this year, especially with the World Cup in Brazil coming up. This will lead to world coverage and excitement beyond just normal sports events. The World Cup is always very powerful due to the excitement that goes with it and people worldwide interested in football or not watching it and supporting their country teams. Brazil also being Pele’s home country will only help Emirates further when using as the brand’s global ambassador. For Pele, Emirates is one of the leading brands in global sports which is something he is supportive also based on personal experiences.
Brand ambassadors and working with key influencers is something that is really efficient in marketing and is also the reason why many travel brands choose to go down that alley. However, sometimes it can be quite difficult to find somebody willing to become a global brand ambassador that will guarantee worldwide exposure. For Emirates it is therefore a great opportunity to have Pele as a brand ambassador as he is standing for great sports, fairness and also connecting people worldwide through sports. This is something that Emirates is trying to build on as the airline is supportive of sports worldwide and this year, through the world cup, the focus will be on sports once again, and Pele is a great brand ambassador for that purpose.
It will be interesting to see whether more and more tourism businesses and destinations are working with brand ambassadors. Recently, Tallinn also worked with Robbie Williams in its campaign “Meet me in Tallinn” as part of Robbie’s tour made its only stop in the region in Tallinn and fans could come to the city and meet him there. The fact that Robbie Williams was positing about the city and country on social media meant that he was also an ambassador for the city and for the event taking place there. This was a great success for Visit Estonia and also meant that worldwide exposure and awareness of the city and country increased. Brand ambassadors and working with key influencers is certainly a crucial part of working on campaigns and in general in digital.
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