Business | Media and Marketing

Emirates shares a smile in latest campaign

Creates 29 videos in 14 languages featuring cabin crew

  • Staff Report
  • Published: 14:31 February 20, 2013
  • Gulf News

Dubai: Emirates airline is putting on a smile with its latest campaign...literally. Titled ‘Share a Smile’, it has created 29 videos in 14 languages of its cabin crew expressing quirky and unusual expressions and greetings from around the world.

Emirates’ crew explain the meaning behind popular local phrases like ‘Don’t make an elephant out of a fly’ (Russian), ‘You’re so pretty it made a bang’ (Cantonese) and ‘You’re the cat’s whiskers’ (English). There is also a compilation behind the scenes out-takes video showing the fun the crew had making the films.

This is the latest step in Emirates’ global brand campaign Hello Tomorrow.

“As we researched the phrases it became apparent that although many may sound unusual to non-native speakers when they first listen to them, when the translated meaning is given the sentiments resonate internationally,” said Sir Maurice Flanagan, Executive Vice President Emirates Airline and Group.

“As we researched the phrases it became apparent that although many may sound unusual to non-native speakers when they first listen to them, when the translated meaning is given the sentiments resonate internationally. ‘Share a Smile’ is meant to do just that, encourage “globalistas” to learn about different cultures in an amusing way.”

They can all be viewed and shared online by visiting: www.emiratesshareasmile.com or Emirates’ You Tube channel, www.youtube.com/Emirates.

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