Every element of cable car branding was developed in close partnership with TfL, creating a truly 360 Emirates experience. Integration of airline terminology transformed cable cars, crossings, stations and tickets into Cabins, Flights, Terminals and Boarding Passes.

The experience was enhanced with web apps providing ‘in-flight commentary’ on views from the Air Line and a dedicated website enabling people to create their own commentaries.

To generate real goodwill at the launch, we needed to win the hearts of those who would best advocate the Air Line– Londoners themselves. To do so, we implemented a hyper-local campaign within London, including outdoor domination of local tube stations and geo-targeted mobile within immediate proximity of the Air Line.

To amplify launch buzz, we partnered with Capital FM to deliver the breakfast show (the most popular commercial radio show in London) live from the Air Line itself– engaging 1.2 million Londoners on launch day alone.

Emirates has created the first ever branded stations in the 105-year history of the London transport map, embedding the brand in London’s transport infrastructure and skyline.

In nine months, over 2 million passengers have enjoyed an immersive Emirates experience and advocacy has been generated both locally and globally; the Air Line has a 93% satisfaction score from Londoners and is already rated 4th out of 137 attractions in London via TripAdvisor.

The Air Line is redefining the Emirates brand; over 2/3 of users agree that Emirates 'inspires people to travel’ and ‘appeals to all sorts of world travellers’.