Emirates honoured for global marketing

Accepting the award, Maurice Flanagan, executive vice chairman, Emirates Airline and Group, said: "The word marketing is a misnomer and one we've always avoided. The function sits clearly within our corporate communications department, which has been massively successful in promoting our business through a cohesive strategy covering media relations, sponsorships, events, advertising and web initiatives.

"This has enabled us to develop a brand that is now recognised across the globe, and ensure that Emirates is renowned for the quality of service and product that we offer our customers. Receiving accolades like this, from our peers and colleagues, inspires us to try even harder to be market leaders. We promise not to rest on our laurels."

The Emirates Group has been doubling in size approximately every four years and keeping its messaging, advertising and branding fresh and unique in this context has been incredibly hard, according to the airline. It employs a range of classic and contemporary elements in its marketing mix to ensure it stays ahead of the game in a very competitive environment.

Commented Mark Pilling, editor of Airline Business and chairs a judging panel of top executives, "It is ironic that Emirates shuns the use of the word 'marketing' in all its job titles and descriptions. This is not because it disapproves, but because it believes the word is too amorphous and could become a reason to spend money without clear objectives. This kind of focus goes a long way toward explaining why the Emirates marketing programme was so effective."