Emirates airline launches summer ad splash

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DUBAI, United Arab Emirates--The Persian Gulf's Emirates airline has launched a three-month ad campaign to attract customers to Dubai during the hot summer months -- a time when few tourists think of vacationing in the Middle East.

APL Digital of Australia is handling a Web-based banner ad campaign for the airline, which includes promotions on the CNN Web site. But Dubai's "Summer Surprises" campaign itself -- including media planning and buying -- was developed in-house, says Mei-Sin Yeow, Emirates' media relations manager.

The print, Web, radio and below-the-line campaign will run into the "millions" of dollars, Mr. Yeow says. The worldwide campaign --offering a Dubai three-day, $66 stopover package, along with meals and travel discounts -- will not include TV.

A recent Emirates banner ad on the CNN Web site featured two vividly colored cocktails and the tagline: "Dubai...The Perfect Holiday Blend."

This is the second year that Emirates is offering the promotion in a bid to make Dubai a year-round stopover. The campaign runs through mid-September.

Copyright June 1999, Crain Communications Inc.

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