Starting point

  • New daily service from Dusseldorf to Dubai with the Airbus A380, the world‘s largest passenger jet

Goal  

  • Prominent promotion of the Emirates A380 flagship carrier in North Rhine-Westphalia

Implementation

  • Readers′ competition with kids pages of Westdeutsche Allgemeine Zeitung (WAZ): Kids reporters get an behind the scenes tour of the Emirates A380
  • Exclusive interview of the children with the Emirates Senior Management
  • One of the children is on-site during the pushback of the A380

Result

  • Over 200 applications for kids reporters
  • Multiple coverage in regional issues of WAZ group (over 1.8 million readers), WAZ online channels and in social media
  • Double-page in kids magazine “Deine WAZ”
  • YouTube video and picture gallery on WAZ portal
  • Credit Emirates
  • Credit Emirates
  • Credit Emirates