Emirates' new US$15 million ad campaign, to boost travel and promote the airline’s network Dubai, features a British rock song described as the most uplifting track in the UK charts in the past 50 years, the carrier said.
Don't Stop Me Now by Queen, first released 37 years ago, is the soundtrack to the ad that shows key destinations and Emirates' onboard features, reminiscent of a visual storytelling style that show "a picture within a picture", according to Emirates.
According to the cognitive neuroscientist Dr Jacob Jolij, Don't Stop Me Now - which went platinum in both the UK and US, meaning it sold more than 1 million copies when first released - has all the ingredients of a feel-good song.
Last month, Dr Jolij analysed data from a survey conducted by electronics company Alba, which asked 2,000 people to reveal their favourite feel-good songs in the British charts since 1967.
From his study, he drew this conclusion: a fast tempo (about 150 beats per minute), a major key and happy lyrics are the key common elements of a feel-good song - qualities that in many ways reflect Emirates' UAE home - and the Queen track came out top.
“Emirates and Dubai have always been inextricably linked," said Boutros Boutros, Emirates’ divisional senior vice president for corporate communications, marketing and brand.
"Each day, Emirates operates more than 500 flights that connect Dubai to the world, and the world through Dubai. Since day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors.
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Mr Boutros said the Queen track was chosen "to remind people of the excitement of travel”.
The campaign will run in key markets around the world starting from Monday October 15. It was conceptualised and scripted in-house and shot by award winning director Vaughan Arnell. The "no-cuts" continuous camera transitions were supported by cutting-edge CGI work from MPC in London, the studio responsible for the Oscar winning special effects work for 2016s The Jungle Book.
Emirates is the world’s largest international airline, connecting over 150 destinations in 84 countries to - and through - its Dubai hub.
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Fanney Khan
Producer: T-Series, Anil Kapoor Productions, ROMP, Prerna Arora
Director: Atul Manjrekar
Cast: Anil Kapoor, Aishwarya Rai, Rajkummar Rao, Pihu Sand
Rating: 2/5
Dubai works towards better air quality by 2021
Dubai is on a mission to record good air quality for 90 per cent of the year – up from 86 per cent annually today – by 2021.
The municipality plans to have seven mobile air-monitoring stations by 2020 to capture more accurate data in hourly and daily trends of pollution.
These will be on the Palm Jumeirah, Al Qusais, Muhaisnah, Rashidiyah, Al Wasl, Al Quoz and Dubai Investment Park.
“It will allow real-time responding for emergency cases,” said Khaldoon Al Daraji, first environment safety officer at the municipality.
“We’re in a good position except for the cases that are out of our hands, such as sandstorms.
“Sandstorms are our main concern because the UAE is just a receiver.
“The hotspots are Iran, Saudi Arabia and southern Iraq, but we’re working hard with the region to reduce the cycle of sandstorm generation.”
Mr Al Daraji said monitoring as it stood covered 47 per cent of Dubai.
There are 12 fixed stations in the emirate, but Dubai also receives information from monitors belonging to other entities.
“There are 25 stations in total,” Mr Al Daraji said.
“We added new technology and equipment used for the first time for the detection of heavy metals.
“A hundred parameters can be detected but we want to expand it to make sure that the data captured can allow a baseline study in some areas to ensure they are well positioned.”
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Difference between fractional ownership and timeshare
Although similar in its appearance, the concept of a fractional title deed is unlike that of a timeshare, which usually involves multiple investors buying “time” in a property whereby the owner has the right to occupation for a specified period of time in any year, as opposed to the actual real estate, said John Peacock, Head of Indirect Tax and Conveyancing, BSA Ahmad Bin Hezeem & Associates, a law firm.
The specs
Engine: Long-range single or dual motor with 200kW or 400kW battery
Transmission: Single-speed automatic
Max touring range: 620km / 590km
Price: From Dh250,000 (estimated)
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