Key Campaign information
Environment/Panels Key Campaign Objective
Cromwell Rd o/b 1000M3 TowerMarylebone Tower
Strengthen perceptions of Emirates and increase consideration
Advertising AwarenessTowers driving ad recall for the Emirates brand
Spontaneous
Prompted
+5%
+35%
Source: Box Clever Emirates Research April 2012
Brand PerceptionImage strengthened amongst those who recognise the
Towers campaign
Source: Box Clever Emirates Research April 2012
Is an innovative brand
Is straightforward and down to earth
Is an iconic brand
Is a brand I aspire to own
Is a powerful brand
Is a brand I would recommend
Is a brand I love
Is unique
Is a brand that inspires you to travel
Are experts in what they do
Brand PerceptionStrong increases in agreement for travel statements
driven by the out of home
+26%
+29%
Source: Box Clever Emirates Research April 2012
Consideration: Business TravelTowers driving consideration of Emirates as the first
choice for business travel
Source: Box Clever Emirates Research April 2012
Total
13%
39%
First Choice
Seriously Consider
52%Net: Consider (Top 2 box)
19%
40%
59%
Test recognisers
+46%
+13%
ConsiderationConsideration heightened by out of home campaign
Source: Box Clever Emirates Research April 2012
+43%
Summary
• The campaign strengthened brand perceptions at an overall level and for specific travel statements
• Consideration increased by out of home at an overall level, and also for business travel – a key area for Emirates