Emirates to refresh global branding

Emirates Airline will drop its long-standing "Keep Discovering" slogan and has appointed a new global communications partner to help refresh its brand. 



Quoted in UAE The National newspaper, Boutros Boutros, the divisional senior vice president of corporate communications at Emirates, said the "Keep Discovering" tagline had served its purpose. 



"It delivered what it needed to for Emirates. There was nothing wrong with it, but we believe it's served its days, and we're coming up with something more global.

"When you grow like Emirates has done, your communications strategy needs to grow in parallel," he said.

The airline announced yesterday that it had selected the advertising agency StrawberryFrog as its global lead communications partner. 



Working from its Amsterdam office, the agency will be "rolling out a new brand platform for Emirates that will reflect the airline's ambition to become one of the world's most recognised global brands", the airline said yesterday

Hermann Behrens, the chief executive of The Brand Union Middle East, which has previously worked with Emirates Group companies, said the airline's branding had been "very strong" over the past six years.

"Perhaps one issue Emirates does have is that they've positioned themselves very strongly in the tourism space, rather than the business space. Perhaps that's something they will consider," added Behrens.