Skift Take

Drones can deliver unmatched footage of destinations which can inspire travel. A project on this magnitude is unprecedented and will be hard to beat, though no doubt others will try. We'll take this as the new airline marketing trend that heralds the end of novelty airline safety videos, thanks!

Not too far off the tail end of Emirates viral jet pack video, the airline has launched a partnership with Boeing on a new ‘View from Above’ drone filming project which the airline describes as “one of the largest aerial filming projects ever conducted using unmanned aerial vehicles.”

The airline has established a dedicated ‘View from Above’ microsite where visitors can spin the globe to view films taken at various locations. In all, the project filmed 18 destinations on five continents, including Emirates’ hub in Dubai and Boeing’s home in Seattle.

Pole to Pole, and the Equator

The project is ambitious in scope. By using unmanned aerial vehicles (UAVs), the project team could film locations that would have been difficult with traditional helicopter and fixed wing aerials, such as deep caves and beneath jungle foliage. The aerial capabilities of the UAVs allowed the project team to produce previously unseen aerial imagery and perspectives with incredible precision and accuracy, even when operating in tight spaces.

In Japan, for example, drones were used to film in between the branches of cherry blossom trees and closely hover over steep waterfalls.

In Rio, floated vertically above Maracanã Stadium for a fresh new take on the iconic football arena. 

The airline did not miss the opportunity to highlight its global presence from pole to pole and all points in between, including its new world’s longest flight to Panama.

Drone Safety

Justin Thomas Ostensen from Shotwell media, who piloted the drone to shoot the Seattle film, describes emphasized a focus on safety when filming destinations using drones:

“Safety really comes down to the individuals and companies flying drones to be responsible, cautious, follow common sense rules and operate within a strict set of pre-flight and post-flight procedures,” he said. “Extensive experience is required to operate drones for aerial filming. A blend of technical knowledge and creativity are a prerequisite to achieving cinematic aerial imagery.”

A Fresh Take 

Emirates is featuring the breathtaking films on its YouTube channel, as part of a comprehensive destination marketing campaign.

Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing and Brand says of the project: “The beautifully crafted films produced for this project not only feature destinations within our network in a stunning new light, but also utilise innovative technologies in creative ways to produce dramatic footage. Our aim is to always connect with our audiences around the world, and we hope that people are inspired by these unique films.”

Jerry Verges, Vice President, Global Brand Marketing for Boeing Commercial Airplanes describes the partnership with Emirates for this project as “a tremendously exciting venture.”

“The combination of technology, art and innovation to bring about these fabulous vignettes of Emirates’ destinations around the world is remarkable,” he said.

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Tags: Boeing, destination marketing, emirates air

Photo credit: A still from drone video of Norway's sights. Emirates

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