36 PartTHE IMC FOUNDATION CASE 2 EMIRATES: TAKING THE IMC ROUTE Emirates brand name is on all official World Cup puticn order to onto the regionalEmirates’ onboard entertainment system has been high ty and variety and enabling the ainline to show pasnge n October 25, 1985, Emirates flew its first routes out of Dubai with just two material aircraft-a leased Boeing 737 and an Airbus 300 B4, EmiratesEmirates publishes three in-flight magazines in focus has always been on quality sather than quantity and ireach readers during their flights the years snce taking those first small steps travel scene it has grown to become a major player in the global airline industry Eminates has never had less than 20 per- cent annual growth and it has generated a profit every year. It now has one of the fastest-growing and youngest fleets in the. recognized as a market leader, winning awards for itsu commercials about it latest offers partners and services ailine industry The ailine is commited to offering its customPassers are encouraged to donate to the Emirates A ine Foundation, which seeks to improve the quality of the life of children, regardless of their culture, religion geo ble level of professional flight services, and ers the highest possib t has earned more than 400 awards for excellence worldwide. graphic location, or political boundaries al retail Web site from which cus tomers can shop for Emirates-related merchandise and Companies have paid close attention to the IMC approach mes- as well t advertising delivered to their doorstep as recent developments in mass communication technologies, av such as the Internet and smartphones, has meant that new marketing methods are needed to ensure the consistency and the effectiveness of messages targeted to various audiences Emirates has embraced the IMC concept, which has enabled it to achieve an excellent market position and a positive image . The airline is proudly developing an environmentally sus- tainable strategy that aims at protecting natural resources and reducing air pollution. Emirates is active in la-sae industrial recycling efforts and, more important, in select- ng the most fuel-efficient aircraft. in the minds of its customers The following examples demon- Emirates use a variety of marketing communication tool strate how Emirates use different promotional t mice its message exposure rate tools to maxi in an integrated way to deliver one message about the high quality of its services. It uses television commercials, print advertisements, sponsorships, charitable foundations in-plane Internet marketing and trade promation All d these communication tools have helped Emirates to appeal to * Commercials and print advertisements in major media advertisements t tes, and aircraft highlight the airine’s new products, rout For more than two decades, beginning with a boat race a large number of travelers all over the world and to create a n 1987 in Dubai, Emirates has been a committed spon- sor of both regional and international events His High ness Shelikh Ahmad bin Saeed Al-Maktoum, Chairman of 1. Explain how Emirates’ marketing strategy has been suc Emirates, sees the importance of sponsorship activities in the airline’s marketing strategy. He believes that sponsor- ships are the best way to get in touch with passengers 2. Classify the IMC tools used by Emirates and to build a close relationship with them. Emirates 3. Emirates flies all over the world Should Emirates modify it is currently an official FIFA partner. The airline holds the rights to all FIFA events from 2007 to 2014, and the solid, positive image about its services cessful in creating a positive brand image with curment and potential customers messages and channels according to where it advertises Explain Ctullates ▲ IMC alows Emirates to ensure consistency of message across many marketing methods Scanned by CamScanner Read paragraph and answer the following three questions according to the paragraph. 1)explain how Emirates’ marketing strategy has been successful in creating a positive brand image with current and potential costumers. 2)Classify the IMC tools used by emirates. 3)Emirates flies all over the world.Should Emirates modify its messages and channels according to where it advertises? Explain.