Emirates marks Los Angeles touchdown in Hollywood style

Los Angeles: Emirates on Thursday opened its sales and marketing office in Los Angeles near Los Angeles International Airport and celebrated the airline's arrival on the US west coast with a true Hollywood-style promotional event.

Emirates reportedly spent more than $3 million for the event at the Kodak Theatre on Thursday, hosted by Oscar-winning Hollywood actor Hilary Swank featuring an hour-long concert by Ricky Martin.

Although the general economic slump and high fuel prices have forced many carriers to cut back on marketing spending, senior Emirates officials told Gulf News that there will be no let-up in Emirates' marketing efforts this year.

The opening of the new office follows the launch of Emirates' direct flights between Dubai and Los Angeles. The new office has seven staff who will spearhead the airline's commercial operations.

"We expect our Los Angeles route to generate enough passenger and cargo capacity to justify daily operations in the near future," said Keith Longstaff, senior vice president of commercial operations told Gulf News.