Providing targeted news, in real-time allowed us to by-pass Qantas, ensuring ownership of the anticipation of each match and the new news the morning after.

We used outdoor advertising to target communities by ‘second country’. Bespoke spectacular LED digital tickers were created at bus stops and via large billboards, each tailored by location and presented in their own language.

We targeted fans using digitally adapted outdoor and live mobile content. News and results were uploaded within minutes of the whistle blowing to ensure they became a daily point of reference throughout each suburb.

To harness peaks in anticipation, updates we provided within community newspapers and time targeted online. These were strategically placed within relevant editorial linking Emirates destinations to each featured team.

In another major innovation, departure screens at Sydney Airport were used to showcase the World Cup nations linked by the EMIRATES network, highlighting the airlines breadth and scale.

The campaign ran throughout our traditionally quiet European winter period but still generated over $28m of sales and the highest average fare of all campaigns throughout 2010.The campaign generated over 10,000 ‘opt-ins’ for future communication, building a database of potential customers by their destination of choice; invaluable data for Emirates.

Consumer quantitative research via Intentrack showed that EMIRATES recommendations tripled by the end of the campaign.