BrandArena: Emirates gets Benfica fans on their feet

Friday 30 October 2015

Emirates gets Benfica fans on their feet

Emirates got Benfica fans cheering this week with a tongue in cheek activation at Estádio da Luz in Portugal that gave Benfica supporters a few pointers on how to share their passion for the club, the Emirates way.

Moments before the huge derby match against rivals Sporting Lisbon, eight Emirates Cabin Crew made their way to the centre circle of the pitch and proceeded to give a very special Benfica supporter demonstration. Taking their cues from the traditional airline safety demonstration, the eight crew stood facing Lisbon football fans and gave an impassioned, witty and entertaining demonstration on how to support the club, including the placement of a scarf over the shoulders in a sign of “benfiquism”.

Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing and Brand said this of the activity; “This activation is a perfect example of the way we like to connect with our customers through sponsorship. It was light-hearted, fun and combined our passion for football with Benfica supporters’ passion for their club. We wanted to take the opportunity to do something that the fans in the stadium would remember and we think this worked. We may even try an adaption of this on one of our flights and see how the passengers react.”

The activation in the stadium complemented the #HelloLisbon competition hosted on Emirates’ social media channels which invited fans, at the match and watching at home, to creatively capture how they support Benfica and win two Economy Class flights from Lisbon to anywhere on the Emirates route network.

To watch the ‘demonstration’ in full visit:

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