Emirates to refresh global branding
Emirates Airline will drop its long-standing “Keep Discovering†slogan and has appointed a new global communications partner to help refresh its brand. 


Quoted in UAE The National newspaper, Boutros Boutros, the divisional senior vice president of corporate communications at Emirates, said the “Keep Discovering†tagline had served its purpose. 


“It delivered what it needed to for Emirates. There was nothing wrong with it, but we believe it’s served its days, and we’re coming up with something more global.
“When you grow like Emirates has done, your communications strategy needs to grow in parallel,†he said.
The airline announced yesterday that it had selected the advertising agency StrawberryFrog as its global lead communications partner. 


Working from its Amsterdam office, the agency will be “rolling out a new brand platform for Emirates that will reflect the airline’s ambition to become one of the world’s most recognised global brandsâ€, the airline said yesterday
Hermann Behrens, the chief executive of The Brand Union Middle East, which has previously worked with Emirates Group companies, said the airline’s branding had been “very strong†over the past six years.
“Perhaps one issue Emirates does have is that they’ve positioned themselves very strongly in the tourism space, rather than the business space. Perhaps that’s something they will consider,†added Behrens.
Ian Jarrett
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
TAP Air Portugal to operate 29 flights due to strike on December 11