The department of corporate communication at Emirates Airlines has several roles which aim at building the company’s reputation in the local and global spheres (Emirates. 2019). Members of this department handle among other issues media agency and advertising, exhibitions, promotions, events and sponsoring, corporate gifts and giveaways, market research, media relations, and printing services, among other marketing and operational requirements for the company.
Events and Sponsoring
Emirates Airlines sponsors several top clubs in Europe, the Middle East, and elsewhere in the world with cricket, rugby and football being the major beneficiaries (THE EMIRATES GROUP. 2019). Other sports that benefit from the company’s sponsorship roles include golf, horse racing, motorsports, and tennis. Some of the clubs and leagues which the company sponsors include Real Madrid, AC Milan, Benfica, Arsenal, Hamburg SV, New York Cosmos, the Emirates FA Cup, and the Arabian Gulf League.
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According to the group’s Chairman and CEO, Highness Sheikh Ahmed bin Saeed Al Maktoum, sports sponsoring is among the best marketing strategies and a unique way of connecting with customers.
Corporate Gifts and Giveaways
Emirates Airlines is among the global leaders in gifts and giveaways. These are gifts which the company sends to the public and primarily to its employees and customers as a reminder to the company’s policy, standards, and visions (The Emirates Group. 2019). To employees, they serve an additional role of motivating, appreciating, inspiring and encouraging. First-class travelers and regular customers enjoy several benefits including fixed luggage charges for all destinations, which are relatively lower for both short-distance and long-distance travelers and comforts. Travelers benefit from duty-free shopping from the shops based in the company’s hub at Dubai International Airport. The company also issues Emirates-branded t-shirts, wallets and other clothing. Regular customers enjoy subsidized rates and bonus flights. The company’s hospitality subsidiaries further offer cheaper five-star accommodation and meals to passengers.
Printing Services
Emirates Airlines works with top Europe and American-based printing firms to bring 3-D printing technology to its aircraft and to manufacture various cabin components (The Emirates Group. 2017). The US-based 3D systems and UDDS from France work together with the company to develop the thermoplastic 3D parts. The material used to print Emirates’ Video Monitor Shrouds is a new thermoplastic developed by 3D Systems - Duraform® ProX® FR1200, which is resistance to flames and has a relatively lower weight hence making it excellent for aircraft body parts. Also, this technology is used in the printing of the aircraft’s livery.
Recommendations and Conclusions
As a world-class company, Emirates needs to address various customer complaints. The Skytrax rating score gives 6/10 which is relatively lower than Etihad Airways and Qatar Airways. The company should find ways of improving this rating to enable it to achieve top global industry awards. Some of the modifications which the company should incorporate more comfortable seats for economy class and better customer relations. The corporate communications activities should improve more on functions such as corporate gifts and giveaways, media relations and corporate promotions. Although the company has enjoyed significant profits for the three and half decades of its operation, it may face intense competition from other regional companies, especially the Abu Dhabi-based Etihad Airways; which has organized vigorous marketing and promotional programs and is rapidly taking over the market. However, the overall role of the corporate communications department cannot be ignored in the company’s success as a regional and global economy and corporate passenger choice of Airline Company.
References
Emirates. (2019). Corporate Communications Emirates Group Procurement & Logistics. Retrieved from http://www.procurement.ekgroup.com/english/procurement_logistics/corporate_communications.aspx?Menu=2
Frederick, A. (2019). What Are the Functions of a Corporate Communication Department? Retrieved October 4, 2019, from https://smallbusiness.chron.com/functions-corporate-communication-department-23716.html
Indeed. (2019). Working at The Emirates Group: 1,487 Reviews.ae. Retrieved October 4, 2019, from https://www.indeed.ae/cmp/The-Emirates-Group/reviews
SKYTRAX. (2019, September 25). Emirates Customer Reviews. Retrieved October 4, 2019, from https://www.airlinequality.com/airline-reviews/emirates/
The Emirates Group (2017). https://www.emiratesgroupcareers.com/
The Emirates Group. (2017, November 16). Emirates brings in a step change in 3D printing for aircraft parts. Retrieved October 4, 2019, from https://www.emirates.com/media-centre/emirates-brings-in-a-step-change-in-3d-printing-for-aircraft-parts
The Emirates Group. (2019). Emirates duty free | Shop Emirates | The Emirates Experience | Emirates Kenya. Retrieved from https://www.emirates.com/ke/english/experience/shop-emirates/duty-free/
THE EMIRATES GROUP. (2019). SPONSORSHIPS. RETRIEVED FROM HTTPS://WWW.EMIRATES.COM/ENGLISH/ABOUT-US/SPONSORSHIPS/
Trip Advisor. (2019). Emirates Reviews. Retrieved October 4, 2019, from https://www.emirates.com/english/experience/review/
