Emirates' first-class private suite
Dubai, U.A.E.-based airline Emirates is promoting its first-class private suites available on board its planes beginning on Oct. 1 through a mobile ad on New York magazine’s The Cut.
The ad displays Emirates current promotion for non-stop flights from New York’s John F. Kennedy International Airport to Milan. The promotion is likely to attract reader’s of The Cut as both the starting and final destination are fashion hubs.
“Targeting specific consumer demographics and adding contextual value to mobile ads is a smart way to grab reader’s attention and encourage positive brand perception,” said Melody Adhami, president of Plastic Mobile, Toronto.
“I think by creating an ad that shows a professional woman alone in her first-class private suite reading a book while drinking from a glass of champagne, Emirates appeals to The Cut’s readership, and projects their brand as high-end, luxurious and stylish,” she said.
“Advertising the Emirate’s special private suites on the mobile site allows it to reach a wider, yet still targeted, audience of The Cut who are busy and on the go, but still able to catch up on their favorite magazine.”
Ms. Adhami is not affiliated with Emirates, but agreed to comment as an industry expert.
Emirates was unable to comment by press deadline.
Flying in style
Found below the featured content on The Cut’s mobile-optimized Web site, the Emirates mobile ad is advertising private on-board suites. The ad’s placement is ideal as it will stay top of mind among readers who have just finished reading an article.
The ad displays a women relaxing while reading a book. Also in view is a flute of Champagne and a large television screen that shows models walking down a runway.
The television screen connects the ad to The Cut’s content by keeping its focus on fashion-minded readers.
Mobile ad
A click through redirects to the Emirates mobile-optimized site where multiple options are available, ranging from booking a flight, managing an existing flight, the status of a flight and flight schedules.
Mobile site
To save travelers time and energy, Emirates features a mobile check-in option found on its mobile site.
Although the mobile ad displays the Oct. 1 promotion to fly to New York to Milan, the mobile site does not the direct the reader to book this specific flight option.
For readers interested in learning more about Emirates’s first-class private suites, they must explore the “Flying with Emirates” link.
When redirected, the reader can see detailed descriptions of the features aboard Emirates planes. By selecting “Cabin Features” and “First Class” the reader will then be able to access the information prompted by the mobile ad.
Clicking on the “Private Suites” link provides details of the private suites.
Private suite
The suites include a sliding door for privacy, a mini-bar, adjustable lighting, a vanity table with mirror and a wardrobe. Each suite may also be fitted with mattress for travelers to arrive at their destination without fatigue.
Private suites are available on Emirates A380 and Airbus A340-500 aircraft and many of its Boeing 777 aircrafts.
All first-class passengers on Emirates may enjoy High Tea, hors d’oeuvres, fine dining and have the option for spa treatments and more.
The mobile site does not include any images of the private suites or the first-class lounges and traditional seating.
Emirates mobile-optimized site is available in English, German, Dutch, French and Chinese.
High flying
Brands that cater to the travel sector should aim to make traveling easy as well as customizable to increase exposure while generating brand enthusiasts through bespoke options.
For example, Emirates recently unveiled a private jet service full of bespoke options that aims to provide a tailored luxury experience for business and leisure travelers.
The A319 Emirates Executive aircraft’s bespoke capacities allow travelers to shape several aspects of the flight including the content of dining areas and private suites. With an increase in luxury travel demands, filling this niche market before it is inundated may win the brand frequent travelers (see story).
Hotel properties can benefit from partnering with transportation brands in order to create memorable experiences for travelers.
For instance, Langham Place, Fifth Avenue, New York is partnering with Magellan Jets to provide business travelers with weekend day-trips to any of Magellan’s destinations.
Guests can choose from any of Magellan Jet’s destinations and will receive a Magical Magellan Summer package. Buffering the transition from summer to fall with a package will likely appeal to luxury consumers who are looking to squeeze in a few final trips before the season ends (see story).
Mobile ads are ideal for targeting travelers always on the go.
“Vacationers stay connected through their smartphones and tablets and access a wide variety of content,” said Doug Stovall, chief operating officer of Hipcricket, Kirkland, WA.
“They search for local restaurants and attractions, make reservations, and use their devices for entertainment purposes,” he said.
“With such heavy mobile consumption, the opportunity for advertisers to reach consumers, particularly during peak vacation periods, is great.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York