Campaign
Fly Better
A simpler promise for the whole brand.
Emirates
Travel
Two leased planes and a city’s ambition, sold through football shirts and a shower in the sky.
- Founding backer
- Government of Dubai
- Owner
- Emirates Group, owned by the Investment Corporation of Dubai
- Leaders
- Sheikh Ahmed bin Saeed Al Maktoum; Sir Tim Clark
- Known for
- A380, Skywards, sport sponsorship
The Brand in Brief
Emirates flew its first route, Dubai to Karachi, in October 1985 with two leased aircraft. It built its brand on service, a growing hub and big bets in sport, from Arsenal’s stadium to football’s World Cup. The A380 made the brand visible in the sky and onboard, with showers and lounges in first class. The airline sells Dubai as much as itself, which makes it one of the region’s most influential brands.
Recent Brand Moves
- 2022Premium economy
A new cabin brand between economy and business.
- 2019On top of the Burj Khalifa
A real flight attendant films the ad at the top of the tower.
- 2017Fly Better
A simpler promise for the whole brand.
- 2015Jennifer Aniston campaign
A Hollywood face for the premium cabins.
Where it ranks · BTC Observatory · Sep 2026
Each list is ranked on its own; positions in different lists are not comparable.
Turning points
The Decisions that Made the Brand
2008Experience
First A380 and the onboard shower
The aircraft becomes the brand’s showroom.
2004Positioning
Arsenal stadium naming deal
The airline’s name enters world football.
Experience
Seat-back screens in every class
An early service first that set the brand promise.
Name & legal
First flight, Dubai to Karachi
A national name for a city’s airline.
Timeline
Every Brand Decision
Fly Better2017 to now
Global sponsor and A3802004 to 2017
Building the network1992 to 2004
Launch1985 to 1992
2022
Premium economy
A new cabin brand between economy and business.
2019
On top of the Burj Khalifa
A real flight attendant films the ad at the top of the tower.
2017
Fly Better
A simpler promise for the whole brand.
2015
Jennifer Aniston campaign
A Hollywood face for the premium cabins.
2012
Hello Tomorrow
A global platform that sells connection, not seats.
2008
First A380 and the onboard shower
The aircraft becomes the brand’s showroom.
2006
FIFA partner
Global football sponsorship through the World Cups.
2004
Arsenal stadium naming deal
The airline’s name enters world football.
1992
Seat-back screens in every class
An early service first that set the brand promise.
1985
First flight, Dubai to Karachi
A national name for a city’s airline.
Fly Better2017 to now · 3 moments
Premium product, Expo, the region’s flag in the sky.
- 2022Premium economy
A new cabin brand between economy and business. - 2019On top of the Burj Khalifa
A real flight attendant films the ad at the top of the tower. - 2017Fly Better
A simpler promise for the whole brand.
Global sponsor and A3802004 to 2017 · 5 moments
Stadiums, World Cups, the double-decker.
- 2015Jennifer Aniston campaign
A Hollywood face for the premium cabins. - 2012Hello Tomorrow
A global platform that sells connection, not seats. - 2008First A380 and the onboard shower
The aircraft becomes the brand’s showroom. - 2006FIFA partner
Global football sponsorship through the World Cups. - 2004Arsenal stadium naming deal
The airline’s name enters world football.
Building the network1992 to 2004 · 1 moment
Service firsts and new routes.
- 1992Seat-back screens in every class
An early service first that set the brand promise.
Launch1985 to 1992 · 1 moment
Two leased planes.
- 1985First flight, Dubai to Karachi
A national name for a city’s airline.
Moves like this
The Same Decision, Other Brands
Name & identity
How It Got Its Name and Its Look
The Name
The airline took the name of the country, Emirates, rather than of Dubai alone. Its logo carries the name in Arabic calligraphy above the English word.
What the Name DidA national name gave a young airline the weight of a flag carrier.
Logo
- NowArabic calligraphy with English wordmark
Colour
- NowEmirates red, with the UAE flag on the tail
Words & Type
Fly Better.
2017Hello Tomorrow.
2012
- Arabic calligraphy in the logo1985
Ownership & architecture
Who Owns It, and How Its Brands Fit Together
Owned byEmirates Group
ThroughInvestment Corporation of Dubai (Government of Dubai)
EmiratesMaster brandBrands it owns
- Emirates SkyCargo
- Emirates Holidays
- Emirates Skywards
Products
Emirates- Emirates SkyCargo
- Emirates Holidays
Services
- Skywards
- ice entertainment
How the names are built · Master brand
GroupEmirates and dnata side by side
flydubai is a separate airline, also owned by the Dubai government, and a codeshare partner since 2017. dnata is Emirates’ sister company in the same group.
Leadership
Who Leads It, and Who Shaped It
SM
Sheikh Ahmed bin Saeed Al MaktoumChairman and Chief Executive
SC
Sir Tim ClarkPresident, Emirates
Chief Executives
1985 to now
Sheikh Ahmed bin Saeed Al MaktoumChairman since founding
2003 to now
Sir Tim Clark, presidentNetwork, A380, sponsorships
1985 to 2013
Maurice FlanaganFounding managing director
Brand Builders
MF
Maurice FlanaganFounding managing director
Set up the airline in 1985.
BB
Boutros BoutrosHead of communications, marketing and brand
Led sponsorships and campaigns for decades.
Campaigns
The Work that Carried the Brand
Did you know?
Less Known Facts
Founding1985
Emirates began with two aircraft leased from Pakistan International Airlines.
Sponsorship2006
Arsenal’s stadium carries the airline’s name.
Campaign2019
The flight attendant on top of the Burj Khalifa in the 2019 ad was really there.
Experience2008
First-class passengers on the A380 can take a shower in flight.
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Compiled by the BrandTheChange editors from company records, filings, archives and press. Suggest a correction · Image credits