For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.
Emirates decided that if people weren't going to on vacation, then vacation would have to come to them. A clever ambient campaign placed iconic destinations outside of office workers' windows, inspiring them to fly Emirates.
Giant canvas posters were attached to window-cleaning units. The simple message "Change your view" and the Emirates logo accompanied an enormous image of an idyllic vacation scene. The billboards were moved slowly around buildings to give every executive a taste.
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