Media Kit: Advertising Opportunities and Rate Card

Media Kit
Advertising
Opportunities and
Rate Card
content on the go
Media Kit 2017
About Emirates
Emirates one of the largest

and fastest growing
airlines in the world
Emirates is currently the largest
airline in the world in terms
of scheduled international
passenger-kilometers flown.
Passenger Demographics
Inflight Entertainment Systems
Inflight Advertising Survey
Advertising Opportunities
| One of the largest and fastest growing airlines | Ever-expanding route network |
50,000,000
45,000,000
40,000,000
35,000,000
30,000,000
25,000,000
1. Emirates
20,000,000
2. United Airlines
15,000,000
10,000,000
3. Lufthansa
5,000,000
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
5. Delta Airlines
1999
0
1998
4. British Airways
6. Air France
7. Ryanair
8. Cathay Pacific Airways
9. Singapore Airlines
10. Qatar Airways
Source: IATA
Over 4.3 million captive and

affluent people are exposed
to your message, ... every month!
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Media Kit 2017
About Emirates
Ever-expanding
route network
230+ Aircraft
Largest A380 operator
Largest B777 operator
Avg of 2 aircraft join the fleet
every month
4.3 million passengers per month

Loyal fequent flyers
Avg. of 2 people join Skywards
(Frequent Flyer Program)
...every minute
St. Petersburg
Stockholm
Gothenburg
Glasgow
Copenhagen
Newcastle
Manchester Hamburg
Dublin
Amsterdam
Birmingham
Warsaw
Dusseldorf
London
Liege
Prague
Paris
Frankfurt
Zurich
Vienna
Geneva Munich
Seattle
Toronto
Chicago
Los Angeles
14,000+ Flights per month

146 destinations and growing
81 Countries and growing
6 continents
| One of the largest and fastest growing airlines | Ever-expanding route network |
San Francisco
Best Inflight Entertainment System

Skytrax Passenger Award,
11 consecutive years
Largest screens in the airline
world
High definition
Lyon Milan Venice

Nice
Zaragoza
Rome
Madrid
Barcelona
Lisbon
Tunis
Algiers
Malta
Casablanca
Tripoli
Boston
New York
Washington, DC
Dallas/Fort Worth
Moscow
Kiev
Istanbul
Beijing
Athens
Seoul
Larnaca
Cairo
Houston
Dubai
Khartoum
Dakar
Abidjan
Accra Lagos
Mal
Entebbe
Eldoret
Nairobi
Dar es Salaam
Luanda
Tokyo
Osaka
Seychelles
Shanghai
Taipei
Hong Kong
Clark
Manila
Bangkok
Ho Chi Minh City
Phuket
Kuala Lumpur
Singapore
Jakarta
Lilongwe
Lusaka
Harare
Viracopos
So Paulo
Chennai
Bengaluru
Kozhikode
Kochi
Thiruvananthapuram Colombo
Djibouti
Addis Ababa
Conakry
Peshawar
Islamabad
Sialkot
Lahore
Delhi
Karachi
Dhaka
Guangzhou
Ahmedabad
Kolkata Chittagong
Hanoi
Mumbai
Hyderabad
Kabul
Mauritius
Rio de Janeiro
Johannesburg
Brisbane
Durban
Perth
Cape Town
Adelaide
Buenos Aires
Melbourne
Sydney
Auckland
Christchurch
Erbil
230+
aircraft
Tehran
Baghdad
Beirut
Amman Damascus
Basra
Kuwait
Medina
Jeddah
Dammam
Bahrain
Doha
Riyadh
Dubai
Muscat
4.3 million
passengers
per month
Sanaa
content on the go
Media Kit 2017
About Emirates
A global audience
with a middle eastern
focus
Key target market age:
Age 25-54
75%
55%
Age 25-44
Passenger split:
Economy class
Business class
First class
68%
25%
7%
| A global audience | Align your brand with Emirates | The Transumer | Your dream audience |
REASON FOR TRAVEL
NATIONALITY
Indian
Subcontinent
20%
Middle East
18%
Australia
& NZ
6.5%
Other
8%
Business
39%
11%
Africa
28%
Europe
12%
Far East
2%
2.5%
Other Americas
53%
Leisure
GENDER
Male
72%
AGE
45-54
20%
Female
28%
55-64
12%
65+
5%
8%
<25
27%
35-44
content on the go
Media Kit 2017
28%
25-34
About Emirates
An opportunity to
align your brand with
one that is globally
recognised
Recent Sponsorships:
Real Madrid
F1
Lancashire County Cricket Club
including Emirates Old Trafford
Paris Saint-Germain
Olympiacos FC
New York Cosmos
Roland Garros
Barcelona Open
Glasgow 2014 Commonwealth
Games and Emirates Arena
and others....
content on the go
Media Kit 2017
About Emirates
The more people fly, the more

important they are. The typical
transumer has worked his way
up the corporate ladder and has
a high disposable income. Hard
to please and on the look for
the highest quality, Emirates is
the obvious choice for them as
we deliver the high standards in
product and service they expect.
450
400
350
300
250
200
150
100
50
0
80% of Emirates
passengers
Designer Suit Or Dress
Costing Over 1,000
Briefcase Or Handbag
Over 500
Jewellery Over 1,500
Total None 1+
3+
6+
number of flights/year
Annual Golf Club

Membership Over 1,600
11+
LUXURY WATCHES
Index
LUXURY ITEMS (excl. watches)
More and more difficult to reach

through traditional media, this elite
audience is ready to listen to your
message.
the amount of times a

frequent flier is more likely
to own a designer suit or
dress of over 1,000 Euro.
Index
A Transumer
...a counsumer in
transit
500
450
400
350
300
250
200
150
100
50
0
80% of Emirates
passengers
Approximate Value
Of Main Watch 5,000+
Likely Expenditure If Plan
To Buy Watch In Next
12 Months 5,000+
Total None 1+
3+
6+
11+
Source: EMS 2014
content on the go
Media Kit 2017
About Emirates
Private investments
and 250+ employee
companies
The frequent flyers are HNWI, with
significant savings.
250+ employee companies are

what 80% of frequent flyers
work for - a true global audience.
PRIVATE INVESTMENTS (excl. mortage/home)

250
80% of Emirates passengers are
80% of Emirates
passengers
200
Index
300-500% more likely to do major

private investments.
950,000-3,000,000
Value Of Private
Investments
150
100
550,000-950,000
Value Of Private
Investments
50
0
Total None 1+
3+
6+
11+
COMPANIES +250 EMPLOYEES

60%
80% of Emirates
passengers
50%
Companies +250
Employees
40%
30%
20%
10%
0%
None
1-2
3-5
6-10
11+
Source: EMS 2014
content on the go
Media Kit 2017
About Emirates
Senior decision
makers and education
A very senior audience - out of

the 80% of Emirates frequent
flyers, 40%+ of them is
considered Senior decision
makers.
The frequent flyers are likely to
have a high degree, which
is also reflected in their level of
management.
SENIOR DECISION MAKERS

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
80% of Emirates
passengers
Senior Decision Makers
None
1-2
3-5
6-10
11+
UNIVERSITY OR HIGHER DEGREE

80%
80% of Emirates
passengers
70%
60%
University or Higher
Degree
50%
40%
30%
20%
10%
0%
None
1-2
3-5
6-10
11+
Source: EMS 2014
content on the go
Media Kit 2017
About Emirates
Personal income and

employment
The more you fly the more you

earn, there is a direct trend
between number of flights and
income level.
PERSONAL INCOME
600
80% of Emirates
passengers
500
Total Universe
Index
400
The C-Suite is flying all the

time, typical part of their job
responsibility.
100,000 - 150,000
300
150,000+
200
100
0
None
1+
3+
6+
11+
4%
2%
EMPLOYMENT - HIGH RANKING SENIOR MANAGEMENT

300
80% of Emirates
passengers
250
Total Universe
Index
200
Chairman, CEO, President,

Managing Director, CFO,
Board Member Or GM
150
Head Of A Department or
Other Manager
100
50
0
None
1+
3+
6+
11+
7%
8%
Source: EMS 2014
content on the go
Media Kit 2017
About Emirates
A dream audience
ready and willing to
listen to you...
Engaged
Sales manager, thinking

about her next holiday
destination.
Affluent
Thinking of some shopping

after her meetings.
Opinion leaders
Obsessed with cars,

this Emirates Skywards
Platinum member buys
a new one every year.
A company director who

loves the latest gadgets.
This couple needs financial
advice they can rely on.
IT Director, always looking

for the best solution.
He finally decided to buy the

diving watch he always wanted.
Early adopters
content on the go
Media Kit 2017
Decision makers
Captive
10
Inflight
Entertainment
Systems
content on the go
Media Kit 2017
About Emirates
| ice | Content update | Leader in inflight entertainment | Range of entertainment systems |
ice
The biggest and best selection
of entertainment in the skies:
Latest blockbusters
Movies from all over the world
Comedy, Drama, Sports,
Documentaries and so much
more
ice and ice digital widescreen:
Between 700 and 2000
channels of premium
entertainment
Video On Demand
ice on demand:
600 channels of premium
entertainment
Video On Demand
content on the go
Media Kit 2017
12
About Emirates
Content update
Content updated monthly:

Between 600 and 2000 channels
of premium entertainment
Video On Demand:
Available on all Airbus 380,
Boeing 777 and Airbus 340-500
content on the go
Media Kit 2017
13
About Emirates
Emirates, the
leader in inflight
entertainment
Facts:
Best Inflight Entertainment
system in the world. (Skytrax
11 consecutive years 20052015)
Emirates has won over 400
awards for excellence
Emirates was the first airline to
offer TV screens in every
seat in 1992
Emirates was the first airline
to offer SMS and email
service in every seat
Emirates was the first airline
to transmit live news headlines
to its aircraft
Emirates was the first to allow
mobile phone use inflight
content on the go
Media Kit 2017
14
About Emirates
Range of
entertainment
systems
Entertainment System
# aircraft
% seats
First
Business
Economy
A 380-800
ice digital
widescreen
ice digital
widescreen
ice digital
widescreen
65
38%
B 777-200 LR
ice digital
widescreen
iice digital
widescreen
ice digital
widescreen
10
3%
B 777-200 ER
ice
ice
ice
2%
ice
ice
ice
27
12%
ice digital
widescreen
ice digital
widescreen
ice digital
widescreen
77
33%
B 777-300
ice
ice
ice
12
5%
A 340-500
ice
ice
ice
1%
A 340-300
ice on demand
ice on demand
Entertainment
1%
A 330
ice on demand
ice on demand
Entertainment
18
5%
B 777-300 ER
Media Kit 2017
Aircraft type
content on the go
15
Inflight
Advertising
Survey
content on the go
Media Kit 2017
About Emirates
How many return

flights do you make a
year on average?
| Survey 1 | Survey 2 | Survey 3 | Survey 4 | Survey 5 | Survey 6 | Survey 7 |
The Emirates customer base

predominantly consists of
frequent travellers.
80% of these passengers
can be considered very intensive

travellers.
2-5
51%
1
9%
content on the go
Media Kit 2017
5-10
19%
10+
21%
17
About Emirates
How long did you use

the Entertainment
System?
ALL RESPONDENTS
Entire Flight
27%
100% of the respondents uses

the inflight entertainment system
at some time during the flight
Short time only

3%
Less
than half
28%
67% of all First Class and
Business Class passengers use

the system for more than half of
the flight
More
than half
42%
Did not use 0%
ECONOMY CLASS
Entire Flight
32%
Short time only
3%
Less
than half
27%
More
than half
38%
Did not use 0%
Media Kit 2017
1-in-3 passengers uses the

entertainment system from take
off to landing
content on the go
FIRST & BUSINESS CLASS

Entire Flight
More
15%
than half
52%
Short time only
3%
Less
than half
30%
Did not use 0%
18
About Emirates
How would you rate

the overall choice of
entertainment
7 out of 10 passengers give
the choice of entertainment the

highest possible score
Emirates has won best inflight
entertainment awards from
Skytrax for the last 11 years
Excellent
67%
Average 3%
Good
30%
Poor 0%
content on the go
Media Kit 2017
19
About Emirates
Did you try to skip

TV advertising using
fast forward during
todays flight?
Almost 6 out of 10 passengers

never fast forward any advertising
Only 23% of the passengers try
to skip the advertising sometimes
20% of the passengers try only

once
No
57%
Tried
only once Yes,
20% sometimes
try to skip
23%
content on the go
Media Kit 2017
20
About Emirates
Advertising recall:
HSBC Impact
Recall: 47%
% of the passengers who recall to
have seen the ad
Base: all passengers
Attribution: 81%
% of the passengers who can
attribute the correct brand to the ad
Base: passengers who recalled
the ad
HSBC RECALL
Wrong
19%
No
53%
Impact: 38%
% of the passengers who have seen
the ad and can attribute the correct
brand
Base: all passengers
HSBC ATTRIBUTION
Yes
47%
Correct
81%
4 out of 10 passengers had
seen the commercial and named

HSBC as the correct advertiser
In other words, over
1.7 million passengers

could leave the airport with
your brand on their mind.
content on the go
Media Kit 2017
21
About Emirates
What do you think

about the amount of
advertising before
movies and TV ?
87% of Emirates passengers are
comfortable with the amount of

advertising that is shown onboard.
Acceptable
79%
13%
Too much
8%
Room for more
content on the go
Media Kit 2017
22
About Emirates
Did you work during

the flight?*
Ordering process:
Only 5% of business travellers
do a substantial amount of work
during the flight. Many business
travellers value their time onboard
Emirates to catch up on movies
and TV.
*(Only passengers travelling for
business purposes)
No
86%
9% Less than 1hr

4% Less than 3hrs
3%
More than 3hrs
content on the go
Media Kit 2017
23
Advertising
Opportunities
and Rates
content on the go
Media Kit 2017
About Emirates
Advertising
Opportunities
| Advertising opportunities | Famous brands on ice | Rate Card | Material specifications | Enquiries & Contacts |
ice Package:
93% of seats
ice, ice Digital Widescreen
and ice OnDemand
1 month cycle
4,300,000 passengers
7,300,000+ exposures
content on the go
Media Kit 2017
25
About Emirates
Famous brands on
Emirates
ACER
ADCB (Abu Dhabi Commercial Bank)
Bloomingdales
Alpari
Atlantis Resorts
Audi
Bank of Singapore
Baume & Mercier
Credit Agricole
DU
Etisalat
Fairmont Hotels
Falcon Private Bank
Galeries Lafayette
Glaxosmithkline
Hilton Hotels
HSBC Premier
Infiniti cars
IWC
Lenovo
Mall of the Emirates
Mercedes Benz
Nissan
Polo Ralph Lauren
Roger Dubuis
Samsung
SAP
Saxo Bank
Shangri-La Hotels and Resorts
Tag Heuer
Tiffany & Co
Toshiba
VISA
Volkswagen
Volvo
content on the go
Media Kit 2017
26
About Emirates
Rate Card
Terms and conditions:
All rates are in US$
Rates for special packages on
request
Booking deadline: 2 months prior
to broadcasting month
Material deadline: 7 weeks prior to
broadcasting month
All Advertisements are to be in
English. Arabic versions can be
supplied for the corresponding
channels
All advertisements are subject to
approval by Emirates
Volume discount:
Spot Length
Monthly Rate
30 sec
$ 171,000
40 sec
$ 216,600
45 sec
$ 243,675
60 sec
$ 307,800
Cycle
Deadline
January
November 1st
February
December 1st
March
January 1st
April
February 1st
May
March 1st
June
April 1st
July
May 1st
August
June 1st
3-5 months
: 5%
September
July 1st
6-9 months
: 10%
October
August 1st
November
September 1st
December
October 1st
10+ months : 15%
content on the go
Media Kit 2017
27
About Emirates
Digital Material
Specifications
Note: The points mentioned above

are to be taken as rough guidelines.
We encourage clients to submit
storyboards prior to production. The
airline reserves the right to reject
creative.
content on the go
Media Kit 2017
Creative approval guidelines:

At least one TVC supplied must be
in English. TV Commercials to be
placed before English content must
be in English. In addition to this,
we can accept Arabic and other
language creative which will be
played out before same language
content.
For languages other than English,
translation of the voice over and
subtitles must be provided for the
airline to review.
The creative needs to appeal to a
broad international audience.
Artwork quality needs to be of
the highest standard, as would be
expected of International brands.
TVC needs to adhere to Middle East /
Arabic cultural values.
No images of airlines allowed.
LOW RES: To Spafax Dubai

.avi or .mpg digital files via e-mail or providing a url where the files can be downloaded
Email: fdesouza@spafax.com
TVC INFO: To Spafax Dubai

Email: fdesouza@spafax.com
Name of the ad :
Language of voice over :
Subtitles (if present) :
Runtime :
Play period (please specify dates) :
Master aspect ratio ( 16x9 or/and 4x3 ):
HIGH RES:
Technical Details
ProRes 422: Audio:16bit / Frame rate as original
source, 4:3 caption safe / If your source is HD
we would like 1280 x 720p / If your source is SD
we would like as source /If you cant provide this
please contact us to discuss alternatives.
Audio Layout:
Channel Assignment
1 Left Full Mix
2 Right Full Mix
File Layout:
Include 2 seconds black at start of the TVC
No Bars/tone
1 second black at end of TVC
No elements
File Delivery:
To be sent via a YouSendIt/ Hightail link or a
similar site. FTPs take too long to download. If
there is no access to a file upload site, a Signiant
login can be provided on request.
Email: faminda.desouza@spafax.com
28
About Emirates
Contact Details
Enquiries:
Jelle De Mey
Director of Sales
Tel: +971 4 423 4780
Mobile: +971 50 738 1373
E-Mail: jelle.demey@spafax.com
Spafax Dubai
33rd floor, Tiffany Tower
Jumeirah Lakes Towers
United Arab Emirates
P.O. Box 62615
TORONTO
NEW YORK
www.spafax.com
LONDON
AMSTERDAM
DUBAI
KUALA LUMPUR
SINGAPORE
LIMA
SANTIAGO
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Media Kit 2017
MEDIA SALES OFFICES
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Media Kit

Media Kit 2017

Emirates one of the largest

Inflight Entertainment Systems

Inflight Advertising Survey

Over 4.3 million captive and

Media Kit 2017

4.3 million passengers per month

14,000+ Flights per month

Inflight Advertising Survey

Best Inflight Entertainment System

Inflight Entertainment Systems

Lyon Milan Venice

Media Kit 2017

Inflight Entertainment Systems

Inflight Advertising Survey

REASON FOR TRAVEL

Media Kit 2017

Inflight Entertainment Systems

Inflight Advertising Survey

Media Kit 2017

The more people fly, the more

Inflight Entertainment Systems

Annual Golf Club

LUXURY ITEMS (excl. watches)

More and more difficult to reach

the amount of times a

Inflight Advertising Survey

Source: EMS 2014

Media Kit 2017

250+ employee companies are

Inflight Entertainment Systems

Inflight Advertising Survey

PRIVATE INVESTMENTS (excl. mortage/home)

80% of Emirates passengers are

300-500% more likely to do major

COMPANIES +250 EMPLOYEES

Source: EMS 2014

Media Kit 2017

A very senior audience - out of

Inflight Entertainment Systems

Inflight Advertising Survey

SENIOR DECISION MAKERS

UNIVERSITY OR HIGHER DEGREE

Source: EMS 2014

Media Kit 2017

Personal income and

The more you fly the more you

Inflight Entertainment Systems

The C-Suite is flying all the

Inflight Advertising Survey

EMPLOYMENT - HIGH RANKING SENIOR MANAGEMENT

Chairman, CEO, President,

Source: EMS 2014

Media Kit 2017

Inflight Entertainment Systems

Inflight Advertising Survey

Sales manager, thinking

Thinking of some shopping

Obsessed with cars,

A company director who

IT Director, always looking

He finally decided to buy the

The C-Suite is flying all the