Emirates April 2012

Key Campaign information Environment/Panels Key Campaign Objective Cromwell Rd o/b 1000 M3 Tower Marylebone Tower Strengthen perceptions of Emirates and increase consideration

Advertising Awareness Towers driving ad recall for the Emirates brand Spontaneous Prompted +5% +35% Source: Box Clever Emirates Research April 2012

Brand Perception Image strengthened amongst those who recognise the Towers campaign Source: Box Clever Emirates Research April 2012 Is an innovative brand Is straightforward and down to earth Is an iconic brand Is a brand I aspire to own Is a powerful brand Is a brand I would recommend Is a brand I love Is unique Is a brand that inspires you to travel Are experts in what they do

Brand Perception Strong increases in agreement for travel statements driven by the out of home +26% +29% Source: Box Clever Emirates Research April 2012

Consideration: Business Travel Towers driving consideration of Emirates as the first choice for business travel Source: Box Clever Emirates Research April 2012 Total 13% 39% First Choice Seriously Consider 52% Net: Consider (Top 2 box) 19% 40% 59% Test recognisers +46%+13%

Consideration Consideration heightened by out of home campaign Source: Box Clever Emirates Research April %

Summary The campaign strengthened brand perceptions at an overall level and for specific travel statements Consideration increased by out of home at an overall level, and also for business travel – a key area for Emirates

Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metics