Thailand · Brand & Creative Communications
Emirates World Store: Bringing the Airline Closer to Thai Flyers
Emirates opened its first Emirates World Store in Bangkok in 2025 and asked Ruder Finn Era to position the airline as a premium lifestyle brand through the retail launch, stakeholder communications and event amplification, reaching 100 million people with fully positive coverage.
The challenge
A retail store is an unusual move for an airline. Emirates wanted its Bangkok store to say something about the brand, that flying Emirates is a lifestyle choice, rather than read as a ticket office, and it wanted the opening to reach well beyond the aviation press.
Our solution
Ruder Finn Era framed the opening as a lifestyle and design story as much as an aviation one, inviting lifestyle, business and travel media alongside partners and officials, and built stakeholder communications around the airline's commitment to Thailand. Event amplification across earned and social channels extended the launch well beyond the day itself.
The results
- Client
- Emirates
- Market
- Thailand
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Engagement
- Project
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