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Emirates Recap

    

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2018 Modern Luxury Marketing Partnership Recap

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PROGRAM OVERVIEW

Ocean Drive magazine partnered with Emirates to create a custom digital campaign to generate awareness for the new Ft. Lauderdale to Dubai route. The campaign ran across Ocean Drive magazine’s digital and social platforms.

Ocean Drive magazine utilized our print & robust digital platforms to promote the program, which included the following:
• Spread in Ocean Drive & Art Basel magazines
• Custom sponsored content running on the homepage of oceandrive.com
• Run of site display advertising
• Dedicated email blasts to Ocean Drive opt-in subscribers
• Monthly editorial email newsletter inclusion to Ocean Drive opt-in subscribers
• Extensive social media promotion

DELIVERABLES REVIEW

Spreads in Ocean Drive/Art Basel

Emirates was provided spread  in Ocean Drive and Art Basel Miami Beach, ensure the Emirates brand message was delivered to our affluent, sophisticated and culturally-astute readers, generating awareness of Emirates' launch of Fort Lauderdale to Dubai flights.

Ocean Drive 
December 2016
January 2017
February 2017

Art Basel 
December 2016

Total impressions: 700,000

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Sponsored Content

Emirates had the opportunity to own sponsored content on the Ocean Drive magazine website.

The program included six (6) sponsored content posts, as follows:
- Dec 15: Why Dubai Is the Perfect Destination for Every Type of Traveler
- Dec 30: The Most Unforgettable Activities to Add to Your Dubai Bucket List
- Jan 23: Emirates' In-Flight Culinary Offerings Will Make Your Mouth Water
- Jan 30: Luxe Amenities Aboard Emirates You Didn't Know About
- Feb 10: If You Like These Spots in Miami, You'll Love These Places in Dubai
- Feb 21: Instagram It—The Most Photogenic Places to Visit in Dubai

Emirates was organically integrated into the posts, driving traffic to the Emirates website. Each post was promoted on the Ocean Drive homepage to drive traffic and engagement when the posts went live.

Total impressions: 314,057

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Run of Site Display Advertising

Run of site display advertising was featured across all channels of the Ocean Drive website for the duration of the program at 33% share of voice.

All ad units were hyperlinked to the Emirates website, driving traffic. Units included:
- Large leaderboard (970x90)
- Medium rectangle (300x250)
- Half page (300x600)
- Interstitials (728x90, 468x60, 320x50)

Timing: Nov 10 2016 – March 3, 2017
Total Impressions: 1,740,022

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Dedicated Email Blasts

Emirates received three (3) dedicated email blasts to promote the new Ft. Lauderdale to Dubai route to Ocean Drive magazine’s coveted opt-in subscribers.

EMAIL BLAST 1
Timing: November 17, 2016
Sent: 15,907 opt-in subscribers
Open Rate: 18.1%
Click Rate: 4.8% 

EMAIL BLAST 2
Timing: December 15, 2016
Sent: 15,865 opt-in subscribers
Open Rate: 18.3%
Click Rate: 5.1% 

EMAIL BLAST 3
Timing: March 6, 2016
Sent: 15,955 opt-in subscribers
Open Rate: 19 %
Click Rate: 4.4% 

Total impressions: 8,813

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Email Newsletter Inclusions

Emirates received three (3) promotional advertorial units in Ocean Drive magazine’s editorial email newsletters, highlighting the route to our opt-in subscribers. The content hyperlinked to the Emirates website to drive traffic and promote reservations.

EMAIL NEWSLETTER 1
Timing: December 7, 2016
Sent: 14,614 opt-in subscribers
Open Rate: 15.2%
Click Rate: 19.6%

EMAIL NEWSLETTER 2
Timing: February 9, 2017
Sent: 14,501 opt-in subscribers
Open Rate: 16.9%
Click Rate: 16.0%

EMAIL NEWSLETTER 3
Timing: March 9, 2017
Sent: 14,610 opt-in subscribers
Open Rate: 16.0%
Click Rate: 18.1%

Total impressions: 7,008

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Social Media

Ocean Drive magazine utilized our dedicated social media networks to promote Emirates to our engaged and growing fans & followers. In addition, the sponsored content was pushed out to readers via these platforms, reaching approx. 182k+ fans/followers across our Facebook, Instagram and Twitter networks.

Quantity: 23 posts total across Facebook, Instagram and Twitter
Impressions: 249,100

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Total impressions: 3,019,000