David Blecken
Apr 14, 2016

Emirates to work with BBDO to build brand in Japan

TOKYO - Emirates has appointed BBDO Japan for creative duties in the country following a pitch.

Emirates is targeting high growth segments in Japan
Emirates is targeting high growth segments in Japan

It is not known which other agencies competed for the business.

Emirates will work with the agency to roll out its global ‘Hello Tomorrow’ branding initiative in the market. According to a statement from BBDO, this will involve integrated campaigns aimed at high-growth segments and premium travellers.

The branding initiative aims to position Emirates as “the airline that unites people, places and passions”, the statement said.

Christopher Gallanto, SVP of corporate communications and advertising for the airline, is quoted as saying his team was impressed with BBDO’s enthusiasm for the brand.

Emirates follows Cathay Pacific in apparently increasing its activity in Japan. Last year, Cathay appointed Burson-Marsteller for communications duties in the country, according to sources.

Adapting global work is a common approach by multinationals in Japan. In March, Marina Bay Sands launched its first branding effort for the market—an adaptation of a campaign featuring David Beckham that began in 2015.

BBDO Japan is a division of I&S BBDO Group that launched last July to service global accounts and bring international resources to Japanese clients. In November, it absorbed the Japan operations of Omnicom Group sister agency DDB.


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