Emirates sponsorship scores gold

Emirates, the Dubai-based international Airline, celebrated a double victory at the recent ‘Fly High Awards 2005-2006’ in Hong Kong for its 2006 FIFA World Cup sponsorship activation. Emirates, an Official FIFA Partner, received the Gold Awards of Excellence in Interaction and Excellence in Innovation for its Emirates Viewing Stations.

The “Fly High Awards 2005-2006”, organised by JCDecaux Pearl & Dean Ltd, aim to recognise outstanding sponsorship activation and promotions which took place in Hong Kong International Airport throughout 2005-2006, Edwin Lau, Emirates’ Vice President, Greater China, accepted the prestigious awards.

Mike Simon, Emirates’ Divisional Senior Vice President, Corporate Communications, said: “Emirates is delighted to be recognised for its innovation and interaction by receiving the two awards of excellence from JCDecaux. As an Official Partner of the 2006 FIFA World Cup, we wanted to be as creative as possible when activating our sponsorship; while ensuring that football fans could follow every moment of this great sporting event during their journey. The introduction of the interactive Emirates Viewing Station at Hong Kong International Airport and in 15 other airports around the world proved to be a successful platform to provide better services to our passengers.”

Stephen Wong, CEO – Greater China of JCDecaux Pearl & Dean added: “We are grateful that Emirates chose Hong Kong International Airport as one of the 16 airports around the world to build the Emirates Viewing Station. Our panel of judges found the Emirates Viewing Station eye-catching, interactive and engaging. With a simple idea, it made good use of the airport space and communicated the message effectively as well as increased the airline exposure. We look forward to this kind of innovative idea in the future.”

Emirates Viewing Stations, positioned in 16 international airports in ten different countries across Europe, the US and Asia, were dedicated to keeping supporters up to date with the 64-match tournament during the period of the 2006 FIFA World Cup.

In addition to a huge plasma screen broadcasting live coverage of every match, the Emirates Viewing Station also featured interactive screens, smaller screens showing classic matches from the past, a ticker display and an e-mail booth where fans could photograph themselves with a range of different backgrounds including life-size figures of French star Thierry Henry.

The concept was jointly developed by the Emirates in house Corporate Communications team as well as the Pulse Group of the UK.