The emotional translation of this campaign begins with the sensory details — from the soft, nostalgic music chosen for the videos to the warm, grandfatherly voiceover that subtly reinforces the idea of family. All visuals, both photo and video, were intentionally natural and understated — avoiding anything overly staged or corporate. This emotional foundation sets the tone for the awareness phase, which launches with large-format billboards in high-traffic areas like airports, train stations, and family-focused retail spaces. Alongside this, I’d run social ads across Instagram, Facebook, and YouTube — targeting Skywards members, frequent flyers, and parents — with tailored creative for each placement. YouTube pre-rolls and family travel content are key for reach and contextual relevance. From there, the campaign moves into Emirates’ owned channels. Homepage banners, booking confirmation emails, and app push notifications will reflect the new family-first positioning. For Skywards members with families, I’d personalise messaging to introduce the Family Pack — either through early access or tailored prompts based on past travel behaviour.

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To convert interest into action, I'd introduce two follow-up strategies. First, users who engaged with the initial ads would be retargeted with focused messaging about the Family Pack once the offer became available. Secondly, I'd develop a dedicated landing page where users could sign up to be reminded at launch — allowing us to build a warm, high-intent audience ahead of time. This approach would ensure the campaign wasn’t just emotionally engaging, but strategically built for long-term performance and measurable ROI.​