This advertisement was published by Emirates Airline in The Hindu Newspaper, Chennai Edition on 20 January 2018. The ad is part of Emirates’ globally recognised “Where Next” brand campaign, inviting travellers across Chennai and South India to explore the world with specially curated travel fares, leveraging the airline’s extensive network connecting India to hundreds of destinations across Europe, the Americas, Africa, Asia, and beyond.
About Emirates and This Advertisement
Emirates is one of the world’s most prestigious and widely flown international airlines, headquartered in Dubai, United Arab Emirates. Founded in 1985, the airline has grown into a global aviation giant operating one of the largest fleets of wide-body aircraft in the world, including the iconic Airbus A380 and Boeing 777. Emirates connects passengers from over 150 destinations across more than 80 countries, making it one of the most comprehensive international route networks available to Indian travellers.
Chennai is one of Emirates’ most important gateways in South India, with direct flights to Dubai connecting passengers to the airline’s vast global network through its award-winning hub at Dubai International Airport. For Chennai’s large community of international travellers, business professionals, NRIs visiting family, and leisure travellers with aspirations of exploring the world, Emirates holds a special place as a premium yet accessible airline of choice.
The “Where Next” campaign is a masterfully open-ended question that speaks directly to the traveller’s sense of curiosity and wanderlust. By inviting readers to think about their next destination, Emirates positions itself as the airline that can take them wherever their imagination leads, backed by the reassurance of special fares that make those dreams more financially accessible.
What Makes Emirates a Preferred Choice for International Travel from Chennai
Emirates has consistently ranked among the world’s top airlines, and Indian travellers, particularly those flying from South Indian cities, have strong and well-founded reasons for choosing Emirates for international journeys:
- Extensive Global Network: Through its Dubai hub, Emirates connects Chennai passengers to an unmatched range of international destinations across six continents, offering convenient one-stop connectivity to virtually any major city in the world.
- World Class In-Flight Experience: Emirates is renowned for its exceptional in-flight entertainment system, comfortable seating across all classes, quality food and beverage offerings, and attentive cabin crew service that sets a benchmark in international aviation.
- Premium Cabin Options: From a well-appointed Economy Class to a luxurious First Class featuring private suites on select aircraft, Emirates caters to travellers across a wide range of preferences and budgets.
- Convenient Dubai Connections: Dubai’s central geographic position between East and West makes Emirates’ hub an efficient and time-saving transit point for travellers connecting to Europe, North America, Africa, or Australia from Chennai.
- Strong NRI and Business Traveller Appeal: For Chennai’s large community of professionals working in the Middle East, Europe, and North America, Emirates offers reliable, frequent, and comfortable connectivity to their destinations of work and residence.
- Generous Baggage Allowances: Emirates’ generous checked baggage policies are particularly valued by Indian travellers who frequently carry gifts, goods, and personal items on international journeys.
The “Where Next” Campaign and Its Appeal to Chennai Travellers
The “Where Next” tagline is one of the most elegantly simple pieces of travel advertising created by any airline. Its power lies in what it does not say as much as what it does. Rather than promoting a specific destination or fare, it asks a question that every person with a desire to travel has asked themselves, planting the seed of wanderlust and positioning Emirates as the natural answer:
- Universal Relevance: The question “Where Next” is relevant to every traveller regardless of where they have been before or where they are planning to go, making the campaign speak to the broadest possible audience simultaneously.
- Aspiration and Possibility: The tagline evokes a sense of infinite possibility, suggesting that with Emirates, the entire world is accessible and the only limit is the traveller’s own imagination.
- Special Fares as the Call to Action: Pairing this aspirational message with the practical hook of special fares creates a complete advertising message that works on both the emotional and rational levels of consumer decision-making, inspiring desire and then providing the means to act on it.
- Brand Positioning: The campaign reinforces Emirates’ position not just as a transport service but as a partner in the traveller’s life journey, a brand that is present at every important departure and arrival.
Why International Airlines Advertise in The Hindu
Emirates and other international airlines consistently invest in The Hindu for their Indian market advertising campaigns, and the rationale is both clear and compelling:
- Affluent and Internationally Mobile Readership: The Hindu’s audience in Chennai and across South India includes a very high proportion of frequent international travellers, senior business professionals, and NRI families who represent the core customer base for premium international airlines.
- High International Travel Propensity: South India, particularly Tamil Nadu and Andhra Pradesh, has one of the highest concentrations of overseas workers and NRI populations in India, creating strong and sustained demand for international air travel that airlines like Emirates are eager to serve.
- Premium Brand Environment: Advertising in The Hindu places an international airline brand in a prestigious editorial environment that is consistent with the airline’s own positioning as a premium and trustworthy service provider.
- Effective Fare Campaign Communication: For time-sensitive special fare promotions, The Hindu’s large daily circulation ensures that the offer reaches a very large number of potential bookers quickly, maximising the conversion potential of a limited period promotion.
- Business and Corporate Travel Audience: The Hindu is widely read by corporate decision-makers and business owners who manage their own and their companies’ travel requirements, making it an effective platform for airlines targeting the business travel segment.
Advertising Options in The Hindu for Airlines and Travel Brands
Full Page and Half Page Colour Display Ads
These large format ads are the preferred choice for international airline brand campaigns and fare promotions. A full page colour ad in The Hindu allows airlines to present stunning destination imagery, highlight the key fare offers, and create an emotional and aspirational impact that moves readers from passive awareness to active booking intent.
Front Page and Back Page Advertisements
Premium front and back page positions in The Hindu are ideal for major fare campaigns and route launches where immediate and widespread visibility is essential. These positions guarantee that the advertisement is among the very first things every reader encounters when they open the newspaper.
Jacket and Wraparound Advertisements
For landmark campaigns or the launch of a major new route, jacket ads that envelop the entire newspaper create a truly immersive brand experience and ensure that the airline’s message reaches every single reader with undeniable prominence and impact.
Travel Supplement Advertisements
The Hindu’s travel and lifestyle supplements attract readers who are actively engaged in planning international trips and seeking inspiration and information about destinations, airlines, and travel deals. These supplements provide a highly targeted and contextually relevant environment for airline advertising.
Advertise Your Airline or Travel Brand in The Hindu
Whether you are an international airline, a travel agency, a hotel group, or a tour operator looking to reach India’s most valuable and internationally active travellers, The Hindu offers an unmatched platform for your advertising campaign. From aspirational brand campaigns to targeted special fare promotions, The Hindu connects travel brands with the audience that is most ready and willing to book. You can book your travel advertisement in The Hindu online by choosing your preferred edition, format, and publication date through a simple and fully online process that ensures your campaign goes live quickly and reaches the right readers at the right moment.
Before finalising your campaign plan, it is always useful to review what the different advertising formats and positions cost so you can allocate your budget for maximum impact. You can Related products
