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1 Student’s Name Professor’s Name Course Date PR Campaign Proposal Introduction Fly Emirates is one of the world’s leading airlines based in Dubai, United Arab Emirates. The corporation was founded in 1985, and since then, it has expanded to become a leading player in the international aviation industry (Nataraja and Abdulrahman 472). With a fleet of over 252 aircraft, Fly Emirates operates flights to more than 154 destinations in 81 nations across the globe (Fly Emirates). The key element that sets the airline corporation apart from its competitors is its emphasis on providing customers with high-quality service and luxury travel experiences. Fly Emirates provides a range of premium services and features, including private suites, lie-flat seats, and gourmet dining options, to ensure travelers have a relaxed and enjoyable flight experience. In addition to the corporation’s commitment to customer service, Fly Emirates is also known for its strong corporate culture and commitment to sustainability. The airline organization has invested heavily in new technologies and infrastructure to abate its ecological impact and enhance sustainable practices. Despite the company’s success, Fly Emirates faces significant challenges in the highly competitive aviation industry. In the face of increasing competition from low-cost carriers and changing consumer preferences, Fly Emirates must continually assess and enhance its communication strategies to stay ahead of the market rivalry. The primary communication challenge facing Fly Emirates is the perception that the airline company only focuses on luxury and high-end travel and is not

2 accessible to the average consumer. This perception can limit the potential client base for the organization and negatively impact the corporation’s growth and revenue. From an employee’s viewpoint, this perception can result in a lack of job satisfaction and motivation as they may feel that their work is not making a difference to a wide range of customers. Further, this perception can make it difficult for the corporation to attract and retain top talent, as employees may not see Fly Emirates as a company that caters to diverse customers. Regarding the stakeholder’s perspective, the perception of the company being exclusive to luxury travelers can negatively impact the corporation’s reputation and financial performance, leading to a lack of support from investors and other stakeholders as they may not see Fly Emirates as a company that is well- positioned for growth and profitability in the long-term. Moreover, the perception can lead to negative media coverage, further damaging the company’s reputation. This public relations campaign proposal aims to address this communication challenge by emphasizing the various travel options and services offered by Fly Emirates that cater to a diverse range of customers, including budget-conscious travelers. The campaign will focus on showcasing Fly Emirate’s affordable travel options and services through targeted marketing and promotional activities. In addition, the corporation will work closely with influencers and travel bloggers to showcase the exceptional and affordable travel experiences the company offers and promote its commitment to accessibility and affordability. The campaign will also incorporate a social media strategy to engage customers and potential customers in a conversation on budget- friendly travel options. Overall, this campaign aims to improve Fly Emirates’s perception as a company accessible to a wide range of customers, not just luxury travelers, and position the corporation as a leader in providing affordable travel options. This campaign will be critical in

3 attracting a wider range of customers and improving the corporation’s overall growth and revenue. Objective In order to effectively address the communication challenge of Fly Emirates being perceived as only focusing on luxury and high-end travelers, a variety of communication approaches can be employed, including public relations, advertising, influencer marketing, and social media. Public relations (PR) entails a communication model that establishes and maintains a positive relationship between an organization and its various stakeholders (Lee 31). The approach encompasses using media outlets such as newspapers, television, and radio to communicate an organization’s message to a wide audience. PR campaigns can include delivering press releases, planning for interviews with organization representatives, and producing informational materials such as brochures and fact sheets. In the case of Fly Emirates, a PR campaign could comprise issuing press releases underscoring the numerous affordable travel options and services offered by the airline corporation and planning for interviews with company representatives to discuss these options in more detail. This communication strategy would enhance the firm’s reputation and attract a wider range of customers. The other PR communication strategy is advertising, which uses paid media such as film and posters, television, radio, newspapers, and online platforms to communicate an organization’s message. Normally, advertising campaigns aim to reach a large audience and create awareness about the product or service being offered by a company (Anjum et al. 20). For Fly Emirates, an advertising campaign could entail creating a television commercial that showcases the numerous affordable travel options and services offered by the company and

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4 airing it on national television broadcasters. This promotional campaign would help to increase awareness of the firm’s budget-friendly options and services among a wide audience. The corporation can also use an influencer marketing model to address the communication challenges. This communication strategy entails working with influencers such as travel bloggers to showcase an organization’s unique and affordable travel experiences, in this case, Fly Emirates (Guptaa 154). According to Santiago, digital influencers influence their followers’ purchase intent (32). Influencer marketing campaigns can be used to reach an explicit audience in a more organic and authentic approach. For example, for Fly Emirates, an influencer marketing campaign could entail working with a popular budget travel blogger to create a video series that focuses on the various budget-friendly travel options and services the corporation offers. Fly Emirates would improve its reputation through this campaign approach and attract a wider range of customers globally. The corporation can also use social media to effectively address the communication challenge of the company being perceived as only focusing on luxury and high-end travelers. Social media communication uses platforms such as Facebook, Twitter, and Instagram, among others, to communicate an organization’s message and engage clients and potential customers in a conversation, in this case, about budget-friendly travel options. According to Chitra and Gokilavani, social media campaigns effectively build a community around the brand and establish a positive sentiment among potential customers (62). In the case of Fly Emirates, a social media campaign could entail creating a social media campaign that encourages customers to share their budget-friendly travel experiences with the organization and use the campaign hashtag. This communication campaign strategy would help to improve the organization’s reputation and attract a large pool of clients locally and internationally.

5 Through direct marketing, Fly Emirates can also address the communication challenge of the company being seen as only attracting luxurious and high-end travelers. Direct marketing communication involves communicating directly with clients and potential customers, for instance, through email or direct mail (Abraham and Jerin 18). Direct marketing campaigns are essential to target specific customers and increase the chances of conversion by providing them with relevant and personalized information. In the case of Fly Emirates, a direct marketing campaign could comprise creating an email campaign targeting budget-conscious travelers and emphasizing the numerous affordable travel options and services offered by the air travel corporation. This communication model is essential in reaching specific customers, addressing the wrong perception, and increasing conversion rates. Overall, these communication strategies are important, and each has its unique strengths and can be effectively used in combination to attain the objectives of the campaign at Fly Emirates. For instance, a PR campaign is vital in generating media coverage and creating credibility. In contrast, an advertising campaign targets a wide range of audience and raises awareness of the corporation’s budget-friendly options. On the other hand, social media and influencer marketing are used to build a community around the brand and create a positive sentiment among potential customers, while direct marketing targets specific customers and increases conversion rates. Therefore, through a proper methodology, the corporation will assess the audience and goals of the campaign and select the appropriate communication methods to attain the communication campaign objective. Methodology A comprehensive methodology, comprising steps such as research and analysis, defining objectives, developing a communication plan, implementation, evaluation and monitoring, and

6 making adjustments, can be applied to effectively address the communication challenge of Fly Emirates being seen as only catering to the luxury and high-end travelers. The first phase in addressing the communication challenge is undertaking thorough research and analysis of the present communication landscape. This approach includes collecting data on customer perceptions of the corporation, examining the firm’s current communication models, and recognizing key stakeholders. Research can be conducted through surveys, focus groups, and interviews with clients and employees. In the case of Fly Emirates, the corporation could survey current and potential clients to collect data on their perceptions of the organization and its offerings. Fly Emirates could also contact focus groups and customers to collect more in-depth feedback on their experiences with the corporation and their perceptions of its offerings. Through this strategy, the company will clearly understand this communication strategy in line with the existing problem. The second step in addressing the communication challenges based on the research and analysis is defining clear and measurable objectives for the campaign. These objectives should parallel the overall company goals and emphasize addressing the specific communication challenge. In the case of Fly Emirates, the campaign’s objective is to increase awareness of the airline’s budget-friendly travel options among a wider range of customers by 25% within the next six months. This goal could be assessed by tracking website traffic, social media engagement, and conversion rates. This method will enable the company to attain its objective. When the objectives have been clearly defined, the next stage is to develop a comprehensive communication plan that outlines the strategies, messages, and channels used to attain the campaign’s objectives. The plan should comprise various communication models, including PR, advertising, influencer marketing, social media, direct marketing, and film and

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7 posters. For example, creating a short film that showcases the budget-friendly travel options offered by the company and airing it on national television or creating posters that emphasize the affordable travel options and services offered by the firm and display them in public places. These tactics will effectively enable the firm to address its communication problem. The next step is to execute the communication plan by implementing the different strategies and activities outlined in the plan. This phase includes creating and distributing content, planning for interviews and press events, and engaging with clients and stakeholders through social media and other communication platforms. In the case of Fly Emirates, the corporation’s communication department could issue a press release to inform media outlets about their budget-friendly travel options, create a television commercial that showcases these options and air it on national television, collaborate with a popular budget-friendly travel blogger to create a video series that emphasize these options, run a social media campaign that encourages customers to share their budget-friendly travel experiences, and filming and creating posters that would be displayed in public places. These steps will enable the airline to attain its objectives. To ensure the success of the communication campaign, Fly Emirates should monitor and evaluate the campaign’s progress, measure its effectiveness, and make adjustments. The campaign’s fruitfulness can be measured through regular surveys and focus groups and monitoring metrics such as website traffic and social media engagement. For example, the corporation could conduct surveys to gather feedback on the campaign and track website traffic and social media engagement to measure the campaign’s effectiveness. Based on the evaluation and monitoring outcomes, the firm could make adjustments to the campaign to enhance its effectiveness, for instance, modifying the messages and strategies used or shifting the

8 campaign’s focus to target different audiences. The steps will ensure that the campaign attains its objectives. A significant point to note is that the methodology is not a one-time solution, and continuous monitoring and adjustments should be made to ensure that the campaign stays on track and attains its objectives. Therefore, by conducting comprehensive research and analysis, defining clear objectives, developing a comprehensive communication plan, executing and monitoring the plan, and making necessary adjustments, the airline can effectively address its communication challenge. The company can also enhance its profile and reputation as a leader in providing affordable travel options. Results Expected The main objective of the communication campaign is to increase awareness of Fly Emirates’ budget-friendly travel options among a wider range of customers. As a result, numerous outcomes from the campaign are expected. By increasing awareness of budget-friendly options, the campaign aims to drive more traffic to the company’s website. With more customers aware of Fly Emirates’ budget-friendly options, website traffic should increase as more customers visit the site to explore these options. By raising awareness of budget-friendly options, the campaign aims to generate more customer social media engagement. With more customers aware of Fly Emirates’ budget-friendly options, there should be an increase in social media engagement as customers share their experiences and interact with the company on social media platforms. With more customers aware of Fly Emirates’ budget-friendly options, conversion rates should increase as more customers book budget-friendly travel options with the company. By effectively communicating the company’s budget-friendly options, the campaign aims to improve Fly

9 Emirates’ reputation among a wider range of customers and position the company as a leader in providing affordable travel options. Conclusion The communication campaign proposed for Fly Emirates aims to address the communication challenge of the airline being perceived as only focused on luxury and high-end travel. An all- inclusive methodology, including stages such as research and analysis, determining objectives, developing a communication plan, execution, evaluation and monitoring, and making adjustments, can address this problem effectively. The campaign will use various communication methods such as film and posters, PR, advertising, influencer marketing, social media, and direct marketing to increase awareness of the corporation’s budget-friendly travel options among a larger range of customers. The expected outcome of the campaign includes a rise in website traffic, increased social media engagement, high conversion rates, and an enhanced reputation for Fly Emirates as a leader in providing affordable travel options.

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10 Works Cited Abraham, Varghese, and Jerin Joseph. "An Empirical Study on Direct Marketing as the Most Effective Form of Marketing in the Digitalized Marketing Environment." Intl. J. of Research Sci. & Management vol.6, no.1, 2019, pp.18-24. DOI: 10.5281/zenodo.2536255 Anjum, Bushra, Attiya Irum, and D. Naheed. "Impact of Television Advertisement on Consumer Buying Behavior: The Moderating Role of Religiosity in the Context of Pakistan." International Interdisciplinary Journal of Scholarly Research vol.1, no.3, 2015, pp.36-48. DOI: 10.159769/ WJMS/2020/VOL2/ISS4/SEPT002 Chitra, V., and R. Gokilavani. "Effect of Brand Factors to Increase Brand Visibility and Out Reach." Shanlax International Journal of Management vol.7, no.4, 2020, pp. 62-68. https://doi.org/10.34293/ Fly Emirates. Emirates Aircraft Cover 432 Million Kilometers across the Globe in Six Months. Media Centre, 28 July 2016, www.emirates.com/media-centre/emirates-aircraft-cover- 432-million-kilometres-across-the-globe-in-six-months/ . Accessed 19 May 2023. Guptaa, Misshka. "Impact of Influencer Marketing on Consumer Purchase Behavior during the Pandemic." International Journal of Innovative Research in Engineering & Multidisciplinary Physical Sciences, vol.9, no.4. 2021, pp. 145-165. https://www.ijirmps.org/papers/2021/4/1148.pdf Lee, Jing Wun. "Impacts of Public Relations on Corporate Reputation." Journal of Digital Marketing and Communication 2.1 (2022): 30-36. https://doi.org/10.53623/jdmc.v2i1.82 Nataraja, Sundaram, and Abdulrahman Al ‐ Aali. "The Exceptional Performance Strategies of Emirate Airlines." Competitiveness Review: An International Business Journal , 2011, pp. 471-486.

11 Santiago, Joanna Krywalski, and Inês Moreira Castelo. "Digital influencers: An exploratory study of influencer marketing campaign process on instagram." Online Journal of Applied Knowledge Management (OJAKM) vol.8, no.2, 2020, pp.31-52. http://www.iiakm.org/ojakm/articles/2020/volume8_2/OJAKM_Volume8_2pp31-52.pdf

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