Six cars were painted in the trademark New York Yellow Cab colour. These cabs carried Emirates branding and announced the launch of the new flight. Over a period of one week, the cars drove around the city in groups of three (to enhance visibility) during morning and evening peak driving hours. During the day, the cabs were parked in high visibility, high traffic public parking lots in business districts.

We got huge PR mileage and the radio contest was tremendously successful, getting 6,400 responses during the week - three times the normal response rate for radio contests in Mumbai. Flights to New York were sold out in first class within the first two weeks.