Skift Travel News Blog

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Airlines

IDEAS: Penelope Cruz is Spoilt For Choice in Latest Emirates Campaign

9 months ago

Academy Award winning actor Penelope Cruz is set to take to the skies in the latest global ad campaign for Emirates, having been announced as the airlines newest brand ambassador.

Scheduled to launch in the Summer of 2023, the Fly Better campaign will be showcased in both English and Penelope’s native language of Spanish, having been brought to life by double Oscar-winning director Robert Stromberg.

Focussing in on the campaigns key message that travel is not just about the end destination; ​it’s also about how you get there, Cruz was quoted to be ‘thrilled to partner with Emirates after years of traveling with them on some of the most special trips in my life.

Following in the footsteps of Jennifer Aniston, the campaign sees Cruz taking advantage of all that flying with Emirates has to offer, from taking a shower in the clouds to staying up to date with her favourite football team.

Credit: Emirates

“Emirates is all about Flying Better, where the journey to your destination matters as much as the place itself,” said Richard Billington, Emirates’ senior vice president of brand and advertising.

“We take care of every detail in the Emirates experience and wanted a brand ambassador who reflects the Emirates brand – it needed to be someone classy, stylish, and having modern global appeal. Penelope was the perfect fit.”


At the 2023 Skift IDEA Awards, we are looking to highlight advertising campaigns that have been created with the intent to drive action. 

If you have an exciting marketing initiative that deserves to be celebrated, head over to the Skift IDEA Awards and start your application today.