Penelope Cruz Revealed As The New Emirates Brand Ambassador

Emirates has just announced that Hollywood actor Penelope Cruz will be featured in a series of ads set to release this summer. The airline will launch the new ad campaign as it races to secure a larger portion of the international air travel market. Emirates executives anticipate that Cruz will resonate with many customers worldwide, giving it the boost it is looking for as it works to improve its inflight passenger experiences.

New ad campaign

The new ad campaign is a part of the airline's larger "Fly Better" initiative. Through the initiative, Emirates has been working to improve its inflight experiences, and it wants the world to know all about it. One of the airline's most recent ad campaigns centered around the iconic frequent flyer Gerry the Goose. While the airline has stated that the campaign has been relatively successful and well-received by the public, it is looking to shake up its advertising strategy by taking the celebrity spokesperson route.

The new advertisements featuring Cruz will first air in June on television services. The commercials have been filmed in English and Spanish, hoping to resonate with a larger population, further increasing demand for Emirates flights. While the advertisements will differ, they all share the common theme that "travel is not just about the end destination; it's also about how you get there."

Each ad will be relatively short, conveying a simple message about the enjoyable and luxurious experiences awaiting travelers on any Emirates flight. Most videos will depict Cruz traveling in business and first class seats while enjoying the airline's unique offerings. Oscar-winning director Robert Stromberg has directed the short videos, working closely with Emirates staff and executives to ensure that the advertisements will perfectly capture the level of comfort and luxury the airline is looking to portray.

Thanks to the combined efforts of Stromberg and the video production team, the airline believes the new advertisement campaign will stand as a testament to its commitment to comfort and luxury. The Senior Vice President of Brand and Advertising at Emirates, Richard Billington, shared that the airline has taken great pride in creating these advertisements and believes it has chosen the perfect spokesperson to represent its "Fly Better" campaign. Billington stated,

"Emirates is all about Flying Better, where the journey to your destination matters as much as the place itself. We take care of every detail in the Emirates experience and wanted a brand ambassador who reflects the Emirates brand – it needed to be someone classy, stylish, and has modern global appeal. Penelope was the perfect fit."

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For decades Emirates has held control of a large portion of the global air travel market. However, it continuously seeks to expand its influence by opening new routes and increasing its capacity. Following the lifting of COVID-19 pandemic travel restrictions, Emirates, along with many other airlines, experienced a rush in demand for air travel. It has worked vigorously to keep up with the demand, but demand continues to outpace capacity growth, despite its efforts.

Photo: Tom Boon | Simple Flying

While the airline is in a good place amid the rise in demand, it sees this as an opportunity for substantial expansion. With growing demand comes a growing market. Countless airlines worldwide are profiting from this travel rush, and Emirates wants to capitalize as much as possible as it expands its operations. However, the airline is not without its competition, as many of the destinations it services are also serviced by other airlines.

What do you think of Penelope Cruz becoming Emirates' new spokesperson? Let us know in the comments below.

Source: AirlineRatings, ADAderna