Emirates

April 2012

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

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metics