![]() ![]() Still in travel but outside of airlines probably no one has used a celebrity as effective as Priceline utilized William Shatner, really associating him with the brand. No one has done this quite so well at an airline, though, the way that United did thirty-plus year ago with Gene Hackman narrating. Delta does ad campaigns, and a decade ago used Donald Sutherland for voiceover. airlines rarely go this route, in part because there just isn’t a lot of branding that they do. It seems like the comfort and familiarness, along with gravitas, comes in when Turkish Airlines brought in Morgan Freeman. Although maybe hiring a celebrity ‘with an accent’ a la Penelope Cruz makes Emirates feel vaguely international and exotic, yet in an approachable way? ![]() And though they’re selling a commodity (shoes, but in many ways airplane seats are similar) they become something consumers want an attachment to as a result.įor a ‘foreign airline’ it’s especially important to hire on local celebrities, or global celebrities, to make the brand feel less foreign. Nike celebrates the athletes they have endorsement deals with. It’s good enough for this person, I’m sure to like it!īut at its best – and nobody does celebrity advertising like Nike – it creates a brand purpose that makes the product a celebrity. At its worst, the celebrity’s gravitas rubs off, or their likeability. The point in a celebrity campaign is to associate the brand with something. And they fly lots of places! But that’s sort of like the Checkers fast food burger chain adopting the tag line years ago “you gotta eat.” They satisfy the basic requirements of food, and thus survival. But asking ‘where do you want to go?’ and promoting travel doesn’t tell consumers whom to fly. In response, cross-town rival (Abu Dhabi is a mere hour’s drive away from Dubai) Etihad engaged Nicole Kidman.Īt the time Qatar Airways trashed the celebrity endorsement approach, suggesting that they’d instead promote their airline “from the heart” and instead of talking about themselves, having celebrities talk about their product, they’d talk about the motivations of their customers. kRkwar36ucĬruz comes across as a bit ethereal and removed here, I think, in contrast to Aniston’s approachability.Īniston debuted with Emirates in 2015 and continued with more work in 2016. Now, she's taking that passion to new heights as the star of our latest ad campaign. The Academy Award-winning actress has been a frequent flyer with Emirates for many years. Introducing our new brand ambassador, Penélope Cruz! She’ll naturally be compared to the incomparable Jennifer Aniston, who previously held the role. Emirates has just introduced actress Penelope Cruz as their new brand ambassador. ![]()
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