Source: Dynamic Logic Ad Effectiveness Research 2008

EmiratesCase study

The aimEmirates’ primary objective was to improve business travellers’ involvement with the brand, but also to increase their consideration of the airline and to improve brand perception.

The ideaThe idea was to create a bespoke microsite on the ‘Been there’ pages of guardian.co.uk, where users would share tips on where to stay and what to do in their regular destinations. The microsite was aimed specifically at business travellers, and was designed to be both informative and interactive and to really get users involved with the Emirates brand.

The executionThe microsite included city guides and user tips for business destinations, interactive maps of each city, downloadable business language podcasts, guides to business etiquette and competitions to win business class tickets for the best business travel tips. The microsite was live on guardian.co.uk for six months.

The resultsThe microsite received 67,000 page impressions and 25,000 unique visitors, spending an average of six minutes on the site each.

Research showed that three quarters of visitors came away from the microsite with a positive impression of Emirates. Nearly half said it made them more likely to travel with Emirates in the future and 56% said it helped them better understand what the company stands for. Overall, microsite visitors showed a clear increase in both awareness and consideration of Emirates as a brand.

It gave me more information on the company and what they have to offer Male visitor, 35

The site made me more aware of Emirates, its routes and its service Male visitor, 53

For more informationguardian.co.uk/advertising/sponsorship

To submit a brief to Guardian brand partnerships click here

RCI_334

81_4

1