HIGHER COLLEGES OF TECHNOLOGY

RAS AL KHAIMAH WOMEN'S COLLEGE

The project report about :

Emirates airline

Student's Name:
Maryam Ali Alhebsi
I.D: H00271684
Maryam Mohammed Alloughani
I.D: H00296641
Section:
Course Name: Social Media
Course Code: CMC 3503
Instructor's Name: Ghinwa Hachache
Date: 5, june 2016

Contents
Emirates fly company's media analysis ...............................................................................................................
Overview............................................................................................................................................................1
Introduction ................................................................................................................................................... 2-3
1

Traditional Media analysis..................................................................................................................... 4-8

Magazines .................................................................................................................................................. 4-5
Images (Magazines) .......................................................................................................................................6
Billboard ........................................................................................................................................................7
Images (Billoard)............................................................................................................................................8

Social Media analysis ........................................................................................................................... 9-14

Twitter. .................................................................................................................................................... 9-10
Images (Twitter) .................................................................................................................................... 11-13
Youtube .......................................................................................................................................................14

Conciustion ......................................................................................................................................................15
Reference ........................................................................................................................................................16

Overview
Emirates fly is one of the popular airlines in the UAE, in this report we will be
analyzing this company activities in social media and traditional media, in the
following papers you can found and know more about this airline. It contains an
overview of that company, in terms of achievements, aims, brief history ...etc.
Besides, as we written above analyzing two of their social media accounts which are
kinds of the digital tools that use in our generation like Twitter, Facebook, YouTube,
LinkedIn, and others more, through them we can communicate, learn and entertain
ourselves. However, the Apps that we chose to analyze: are twitter and YouTube.
Moreover, in the second and the last part we analyzed two of the traditional media
which means the mediums that mostly get used in old generation such as, newspaper,
radio, magazine and television programs. Newspaper and Billboard are the ones that
we discussed and investigated in this report.

Introduction

Emirates fly is an Emirati airline company located in Dubai, this company provide its
services to 120 destination around the world, Emirates fly falls under Emirates group
that is owned by Dubai government, and it is considered to be the largest operator for
airbus A380 airplanes, and that is by contracting with one of the biggest airplanes
company in Europe, the Airbus company to buy 70 airplanes of this kind, they
received 50 of them for the mean time. Besides all of that, Emirates fly has won
several awards for their unique choices in food services, the diversity of their
entertainment and for their neat services (Wikipedia, n.d).

Moreover, Emirates fly achieved a good reputation between the tourists on a global
level for many things such as on the international cargo service. However, Sheikh
Ahmed Bin Saeed Al Maktoum are the chairman and chief executive Emirates airline
and group. Emirates fly believe that growth is not just a numbers, in fact they can
make a difference in country's environment and economy, and they are working hard
to improve the country in all sections (Emirates, n.d).

In October 1985 emirates fly flew its first routes out of Dubai with two aircraft, a
leased Boeing 737 and an Airbus and 300 B4, and this was the first step to the
successful. In 2014 Emirates fly got a name which is "the most valuable airline brand
in the world". Emirates target to be as globally influential on travel and tourism
business, which has worldwide standards of quality in each section of their business
(Emirates, n.d).

Today, their planes fly over 150 destinations and more than 80 countries around the
world, 1500 planes fly from Dubai airport weekly to the various destinations on six

continents. However, support from Emirates fly, Dubai expect to welcome 20 million
tourists and achieve 300 million dirhams in annual tourism revenue, Emirates fly will
have a big hand to achieve that goal (Emirates, n.d).

Company's Media Analysis

Traditional Media (Magazine)

Maryam Ali Alhebsi

Emirates fly used to promote in magazines, it is clear because they know that
nowadays there are lots of people who read magazines, one of the magazines that
advertise for Emirates fly is Inflight Magazine, it is a free magazine distributed in the
seats of the airplanes, and another magazine which called Portfolio which is mostly
involves about business and marketing. The good thing that Emirates airline chose
those magazines since they are famous in all countries, in that way there are more
chance to watch it by large amount of people. However, Emirates fly advertisements
in magazines are mostly targeting a travel lovers.

The way that Emirates fly use to advertise in magazines is by showing their services
with the use of clear and distinct pictures, attractive headlines and simple
sentences. For example, one of their magazine advertisements has a headline "hello
tomorrow" is extremely colorful, and well organized. From the advertisement, we can
notice that everyone has the opportunity to dream big, as the sentence "Dream big in
Business class" implies in this poster [figure 1&2].

In the other advertisements, the images show different people from different countries
and cultures talking together, the headline of one of those advertisements is " Making
friends in high places" and the other advertisement headline is " Tomorrow brings us
all closer ", these ads show us that we can meet and have fun with different people
around the world in one place. Generally, they want to tell the targeted audience that
there is no chance to feel bored if they choose Emirates fly service [figure 3&4].

Finally, their magazine advertisements are successful since they use an attractive and
meaningful pictures which have a massage behind them, and a suitable text in term of
sizes, colors and fonts. Moreover, it is clear that Emirates fly advertisements in
magazines are popular because it catches the reader's eyes, as we heard from different
people feedbacks on Emirates fly.

Images (Magazine ads)

Figure 2

Figure 1

Figure 3
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Figure 4

Traditional Media (Billboard)

Maryam Mohammed Alloughani

Advertisement is an important element in any company, and the way it uses to

advertise can make a difference for the company thats why they have to choose
wisely.
One of the choices that emirates airline had made in advertising is billboard.

Billboard is a traditional way to advertise, it is a large outdoor advertising structure

typically found in high-traffic areas such as alongside busy roads.

If you chose a good location billboards can be really affective for advertising, because
it is on a highway everyone can see it, and because it's on the streets people will
notice it whether they like it or not and can not escape it, also because it located on
highways and people travel on it repeatedly that will make it more likely to stick in
their minds.

Emirates airline tend to chose the best locations, they put their advertisement beside
traffic lights, that is a great location, because it will keep people busy and they will
take a look at the advertisement while they are waiting for the traffic light.

As for the design, emirates airline always come up with colorful and unique yet
simple designs, and what is good about them is that the sum up a lot in just a few
words, and by few these words you can understand what they mean.

Images (Billboard)

Social Media (Twitter)

Maryam Ali Alhebsi

Official account: https://twitter.com/emirates?lang=ar

Emirates support: https://twitter.com/emiratessupport?lang=ar

Emirates fly uses social media sites effectively to promote themselves and to be
active, thus, they create an account in Twitter to communicate, generate leads, seek
feedback, and provide customer service. Emirates airline account is active, as we can
see that they are posting tweets or commenting every day, at least 10 posts just on one
day. Moreover, they use to communicate with others by different languages such as,
Arabic, English and French [figure 7]. I think that there are more than one person
who handle that account, as i noticed that from the location that appear down on some
tweets, sometimes the tweets are sent at the same day and the times are close but in
different locations [figure 6]. However, Emirates airline takes advantages of Twitter
so, they create more than one account, as the bio in profile suggests that they have an
additional Twitter account for customer services to help people in English or Arabic.
Besides, the bio inform people that they are online 24/7, also they have another
account which is for Emirates Air Line cable car travel [figure 1,2 &4].

As i wrote before, they use Twitter to seek feedbacks and to keep active by
communicating with people, and it is a good way to keep people knowing about their
current state and get more information about their business and services. As the
following images shows that they read the visitor's feedbacks either good or bad and
respond to them by appreciating or apologizing, and through Twitter they can fix the
problems before it become bigger [figure 5&7]. For example, they replied to one of
the user who was complaining of facing the water problem by telling him that they
will fix it as soon as possible, moreover, they thinks him to inform them about that

[figure 5], which give the complainant and other Twitter users a good impression of
their company.

Another benefits that the Emirates airline takes from using Twitter is to generate leads
and provide customer service, Emirates airline official account is tweeting about the
special events and new services that they provide, that encourage the users to follow
them to know what's new. For example, Emirates airline account posting pictures of
an special iftar service for Ramdan, special Dubai Mall weak, activities for kids and
families [figure 3&8], moreover, they give a free tickets to people who contribute
their hashtage activates such as, many people won a free tickets or prize through
sharing a picture or post in "#CheckinEmirates" or "#A380Birmingham" hashtag
[figure 10], which everyone are looking forward to get one, and this is a good way to
attract and keep their followers active with them. As i wrote in the first paragraph that
they have an additional account for customer services to help people in English or
Arabic, answer their questions and solve their problems.

Likewise, Emirates airline official account retweets the tweets that related to their
own events or pictures that take on bored of their planes. Also, some of their tweets
including links, like videos from their YouTube account and topics from their official
Website [figure 11]. Additionally, Emirates airline official account post pictures of
their famous visitors such as, sport players or celebrities, and they tag or mention their
usernames, i think that is one of the ways to attract the followers [figure 12].

Finally, Emirates airline effectively promote themselves on social media sites, since
the total number of followers on their official Twitter account is around 722600 and
33200 on their additional account. As well, many people respond and comment on
their tweets.

10

Images (Twitter)

Figure 1

Figure 4

Figure 2

Figure 5

Figure 6
Figure 3

11

Figure 7

Figure 10

Figure 8

12

Figure 9

Figure 11

Figure 12

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Social Media (YouTube)

Maryam Mohammed Alloughani

Video: https://www.youtube.com/watch?v=FFyVSczLCig

Social media has become an important element in our daily lives, it was a big
revelation in media history, especially for advertising, advertising has become more
common in social media than it is in traditional media because it is an effective way to
get noticed and attract people, Emirates airlines used a lot of methods to advertise
themselves, one of them is social media, especially YouTube, you may ask why
YouTube? The answer is YouTube has over a billion users almost one-third of all
people on the Internet and every day people watch hundreds of millions of hours
on YouTube and generate billions of views. However advertising on YouTube could
be tricky and could give you a hard time, but it also can be a major success if you did
it the right way like what emirates airline did.

Emirates airlines did a lot of commercials via you tube, and there are some steps they
followed to make it successful, like the advertisement with Jennifer Aniston, this ad
was one of the most successful ads they made, one of the major reasons is because
they brought a famous actress (Jennifer Aniston) to act in this ad , by doing this they
creating an image showing that this actress uses tis airline it got to be an excellent
airline so that will attract people to get what the company offers, also the
advertisement script was well written with a good twist and it has a sense of humor in
it and people tend to remember these kind of ads more than others, last thing is the
timing of the advertisement its nearly a minute long, so it is not a long boring ad, it is
quick funny and interesting (YouTube, n.d).

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Conclusion

Through social media and traditional media any organization can advertise their
brands services and products, and Emirates airline is an example of one of these
organizations.

Emirates fly uses these methods to advocate their services and attract the targeted
audience, Emirates airline company takes the advantages of both media, old media
and new media and created an accounts on social media like the applications that we
analyzed in above papers, which are Twitter and YouTube. Moreover, they published
the advertisements, news or events that related to the company on traditional media
like, on Magazines, Billboard, Newspaper etc....

However, during completing this report we recognized that social media and
traditional media can bring remarkable success to companies.

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Reference

Emirates (airline). (n.d.). Retrieved June 04, 2016, from

https://en.wikipedia.org/wiki/Emirates_(airline)
Emirates United Arab Emirates | Book Flights, Hotels and Car Rental. (n.d.).
Retrieved June 04, 2016, from http://www.emirates.com/ae/english/
(n.d.). Retrieved June 04, 2016, from
https://www.youtube.com/yt/press/statistics.html

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