For this digital and social media campaign, Emirates has turned to its own “globalistas”_ the airline’s dynamic and passionate employees hailing from over 130 nationalities_ and given them a starring role. As ambassadors, these “Be There” globalistas will travel around the world over a six-month period, and bring their passion to life by capturing their unique ‘Be There’ experiences through their own storytelling lens.
Selected through a talent show style competition held for Emirates staff, these seven globalistas will have the once in a lifetime opportunity to travel and discover hidden gems in cities across the airline’s global network on six continents. 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.
Emirates will work with the National Geographic Channel (NGC) to bring these stories to global audiences, 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 also helped coach the seven globalistas on the basic skills and visual techniques to tell a compelling story.
“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 travels” said Boutros Boutros, Emirates’ Divisional Senior Vice President of Corporate Communications, Marketing & Brand.
‘Be There’ began with a call to the 80,000-strong Emirates Group team 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 panel of renowned judges including celebrity chef and TV personality Silvena Rowe. The finalists were given just two minutes to show why they deserve the opportunity. The winners chosen come from a diverse range of cultural backgrounds, and a variety of different roles within the Emirates organi-sation.