Brand Challenge

Get Everyman cinemagoers to feel the difference in quality when flying Emirates and believe that Emirates is worth paying more for.

Response

World Class Cinema by Emirates and Everyman brings the glamour of awards season to new heights, celebrating the very best in film with a touch of first-class magic.

A trio of national preview screenings across Everyman's 49 venues, complete with an exclusive 48-hour pre-sale access for Everyman members. At the events, Emirates elevates the experience further with a touch of their signature on-board luxury, including complimentary Moet for every guest. Additional elements included an elevated hero event at The Whiteley for influencers and VIPs as well as a competition to win a 2-night luxury stay at The Grove Hotel in Herefordshire, complete with Emirates business class chauffeur service, bringing their AV spot 'Let The Holiday Continue' to life.

Impact

Over delivery across core channels, with on-screen admissions reaching 123% of target.

Drove significant uplift across Emirates key performance metrics of Favourability (+20%) and Consideration (+71%), particularly consideration of Emirates for business class flights.