The campaign launched with a creative, albeit cheeky newspaper ad that took a swipe at Qantas ending their Joint-Service Agreement in favour of Emirates. The tongue-in-cheek newspaper ad informed consumers that they can still fly the much loved “kangaroo route” – London via Singapore – via British Airways. Under Emirates, the stopover would shift to Dubai.
Despite its topical tone, the advertisement wasn’t a one-off; instead it was a part of a high frequency campaign that ran in prominent positions of the early general news section of major metropolitan papers.
The campaign continues with the latest newspaper ad that sees a shift in the message from route to aircraft, focussing on the style, sophistication and services of the brand new aircraft and terminal. Likewise, this campaign launched in the early general news section of a major Sunday metropolitan paper.