According to an Emirates spokesperson, Euro - which holds the airline's business in Japan - secured the account following a three-way pitch against Saatchi & Saatchi and BBDO, which handle the North Asia and Southeast Asia accounts, respectively. The retainer includes interactive, marketing services and media buying and planning.
"I thought they were the best fit for what we are trying to achieve," said an Emirates spokesperson in Dubai.
Emirates expects to invest in advertising and PR campaigns for both consumer and trade markets - with trade roadshows expected to take place in the city.
The new route will aim to capitalise on the more than 35 Korean companies now stationing their regional headquarters in Dubai. However, both the airline's and Dubai's awareness levels in Korea remain low according to Euro RSCG Next partner Scott Rhee. "Korea is a web society, so we have suggested a web focus," said Rhee. "We proposed to generate awareness and demand at the same time. This will be a truly integrated campaign."