We partnered with the BBC – a channel with exceptional reach among travelers – to create a unique TV series called “Collaboration Culture”. Each of the seven 30-minute TV shows brought together two high-profile artists from countries as diverse as Lima, Trinidad and Tokyo, across the fields of music, fashion, food and art, and provided an insider perspective on one-of-a-kind cross-cultural projects. We also ran a branded content series with CNN, called “Fusion Journeys”, in which experts in several fields immersed themselves in a different culture to create something new.

Online allowed Globalistas to identify themselves and share their experiences of global living. On Facebook they could meet the collaborators from “Collaboration Culture”, and dig deeper into their creations. On Yahoo! – where we partnered to create a bespoke “Inspired Culture” tab – they could find a community of Globalistas and enjoy and contribute to quirky content about emerging music, food, art and destinations.

The campaign caught the world’s attention with 23 million people watching the program. “Inspired Culture” on Yahoo! was viewed 8 million times, and Emirates’ Facebook fan base grew from 110,000 to over 1 million! 51% of BBC viewers were “very likely” to consider Emirates, rising to 69% among viewers who saw both branded content and ads. Our content on CNN also grew consideration, with a 72% increase in likelihood to fly Emirates. Total number of visits to Emirates.com increased by 53%. This led to an increase in booking volumes for an overall ROI of $10.66 for every dollar invested.