Traffic digital strategy for Emirates Airlines

London new media group Traffic Interactive has won a £4m project to develop Emirates Airlines’ range of digital services. The group won a pitch against four unnamed UK consultancies.

Recently voted Airline of the Year for a third successive time, the Middle Eastern airline has appointed the digital specialist to be its worldwide lead agency for digital media. Other design groups will be involved, though they will be appointed locally in each country when necessary.

Traffic has been given an open-ended contract and is looking to complete the initial redesigns by May, making further developments during the rest of the year.

“Our aim is to extend our award-winning offer into the on-line environment and eventually become the most innovative and active airline on the web,” says Emirates senior general manager of corporate communications Mike Simon.

“We want to deliver one global message with a local voice and Traffic will enable us to do this. Its credentials put it in the leading position from a strategic, technical and creative perspective to work on all aspects of Emirates’ digital on-line strategy.”

The account includes totally overhauling Emirates’ corporate website, plus 20-30 other company sites globally, which cover flights, holidays and cargo. The consultancy will also co-ordinate the global media planning and buying.

Traffic managing director Martin Child says: “Handling the media planning and buying gives us the opportunity to drive traffic to the Emirates’ sites, plan and buy media globally and co-ordinate regional planning and buying for local mini-sites. A bespoke content management system will enable local offices to tailor their own mini-sites.”

An additional element to Traffic’s remit is Emirates EmPower – a marketing communications “extranet” which will link all its external agencies for design, advertising, direct marketing and PR with its corporate communications department.

Child explains: “The idea behind EmPower, the Extranet, is to provide a platform to share knowledge, plans, ideas and research. It will enable Emirates to continue improving its global offering, which has already delivered double-digit growth.”

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