Emirates airline recruits Jennifer Aniston for global ad campaign

DUBAI, United Arab Emirates – Dubai-based Emirates airline has confirmed that it has signed up Hollywood actress Jennifer Aniston for a worldwide ad campaign.

“We can confirm that we are working with Ms Jennifer Aniston on a global digital and television campaign,” Boutros Boutros, Emirates’ Divisional SVP for Corporate Communications, Marketing & Brand, said in an emailed statement.

According to unconfirmed reports, the former ‘Friends’ star has landed a rather lucrative deal, worth an estimated $5 million even as Emirates refused to be drawn into the details of the deal.

“We do not wish to discuss contract details, and more information about the campaign will be unveiled in due course,” said Boutros.

Emirates is today the world’s most valuable airline brand, with an estimated brand value of $6.6 billion this year, up 21 percent from $5.48 billion last year.

The 2015 Brand Finance Global 500 report ranks Emirates among the top 200 of the world’s biggest brands.

“Emirates remains the flag carrier brand for the entire Middle East. Its $6.6 billion brand value makes it both the region’s most valuable brand and the world’s most valuable airline. Its extensive sports sponsorship and global route network make it recognised the world over. However, it is Emirates’ exceptional service and reliability that truly underpin the brand,” Brand Finance CEO David Haigh had said earlier this year.

Emirates airline has grown from its early days in 1985, when it launched with just two aircraft, to its current status as one of the world’s fastest growing airlines with 2108 wide-body aircraft including the world’s largest fleet of Boeing 777s and A380s (as of end-2014).

In 2012, the airline launched a new global brand platform and direction, themed ‘Hello Tomorrow,’ which positioned the global airline as the enabler of global connectivity and meaningful experiences.

The airline’s hiring of a Hollywood star’s services comes close on the heels of its UAE peer Etihad hiring Nicole Kidman in March this year. Kidman is both star and narrator of the captivating feature, which runs on global TV stations and social media in both 60 and 30-second formats, with still versions of the campaign appearing in print, digital and on outdoor channels.