Emirates has launched a slick campaign with a ‘flight attendantâ€™ on top of the Burj Khalifa to convey a strong message about UK travel & tourism. The UAE has been formally transferred to the â€˜Amber List’ of the United Kingdom, rather than the ‘Red List,’ permitting UK travellers to visit. The advertisement’s shows ‘flight attendantâ€™ in the Love Actually style cards with the words: â€œMoving the UAE to the UK Amber List made us on top of the world. Fly Emirates. Fly Better.â€
The promotional effort features 33 seconds of Nicole Smith-Ludvik, a professional skydiving instructor dressed as an Emirates flight attendant. The initial frame of the advertisement depicts Smith-Ludvik hanging within the blue hues of Dubai’s horizon.
The camera pans down from cards and zooms forth as the advertising plays to see Smith-Ludvik standing on the top of the Burj Khalifa. Smith-Ludvik shrinks in size when contrasted to the top of Dubai’s iconic building, giving the viewer an unnerving feeling of scale. Emirates sent a â€˜Behind the Scenesâ€™ YouTube video coupled with the delivery of the advertisement to dispel any doubts about the stuntâ€™s credibility.
The video depicts the full security assessment conducted by the professionals on set and the techniques and methodologies used to create the commercial.
Although a similar or comparable ad could have been helped out by means such as a Chroma screen, Emirates decided to place someone on the top of the Burj Khalifa, taking into account all of the dangers that such a large-scale marketing campaign entails.