Emirates, a global connector of people, passions and places, has launched 'Be There', a global campaign that celebrates curiosity, wanderlust, and the adventure that comes with travel.
Emirates has turned to its own 'globalistas' - the airline's dynamic and passionate employees belonging to over 130 nationalities - and given them a starring role to play for this digital and social media campaign.
Seven globalistas have been selected through a talent show competition held for Emirates staff.
As ambassadors of the campaign, these 'Be There' globalistas will travel across the airline's global network on six continents over a six-month period, and bring their passion to life by narrating their
unique 'Be There' experiences. From music to food, fashion and adventure, each globalista will film their own journeys while exploring their personal passions- making the story and experience their own.
'Be There' will kick off with adventurer Rahed Ammoura, who is Cabin Crew Training Specialist with Emirates. Rahed will test his limits on the island of Bali, where Emirates will start a daily service on June 3.
"Our people and our spirit of adventure play a big part in our success as an airline," said Boutros Boutros, Emirates' Divisional Senior Vice President of Corporate Communications, Marketing and Brand.
"This campaign embodies what we stand for as a brand, and I am proud of our colleagues who have been chosen to represent Emirates as 'Be There' ambassadors. We hope the stories of their individual journeys will inspire even more people to see more of the world through travel," he added.
Emirates will work in collaboration with the National Geographic Channel (NGC) to bring these stories to the global audience, through NGC's extensive channel reach as well as Emirates' own digital and social media channels.
NGC has been involved with the audition process, creative development, vignette production, and even helped coach the seven globalistas in developing skills and the visual techniques required to tell a compelling story.
"The 'Be There' campaign has been a seamless partnership between two global brands," said Con Apostolopoulos, Vice President for Advertising and Partnerships at Fox International Channels.
"NGC's unique storytelling ability has showcased the fascinating group of individuals under Emirates' employment to inspire other like-minded travelers," he added.
There was an overwhelming response for the campaign.
'Be There' began with a call to the 80,000-strong Emirates Group team from around the world, to submit a video showcasing who they are, what they are most passionate about, and how travel helps them to fulfill their dreams. The entries submitted featured an eclectic range of interests such as photography, fashion, music, extreme sports, food, art and much more. From the submissions, 20 finalists were chosen to present themselves during a live audition in front of a packed auditorium and a panel of renowned judges including celebrity chef and TV personality Silvena Rowe. The finalists were given about two minutes to prove their worth for 'Be There'.
The winners chosen come from a diverse range of cultural backgrounds, and a variety of different roles within the Emirates organisation. The globalistas will begin their journeys in May and continue through November, and together will cover close to 40 destinations.
