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How do you introduce a Middle Eastern brand into post-9/11 America?

Client: Emirates
Agency: ISM

Client Background

Instead of running the same advertising used around the world, ISM convinced Emirates the U.S. market was different. We leveraged our unique understanding of the American traveler to develop a highly successful campaign.


Introduce a Middle Eastern airline into post-9/11 New York/ North America.


Travelers needed to know you before they would trust you, and needed to trust you before they would fly you. So we created an educational and experiential campaign to proactively answer questions about the airline.


With ISM’s help, Emirates has met or exceeded business goals every quarter since launch. Emirates has seen a 931% increase in North American seat sales overall. ISM was voted the #1 agency in Emirates’ global network.

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