Latest news with #TRIBE
Khaleej Times
22-05-2025
- Business
- Khaleej Times
How Emirates went from underdog to the world's most profitable airline
A true pioneer, Boutros Boutros joined Emirates 35 years ago, when the airline was still in its infancy, long before it was named the world's most profitable airline, reporting record profits of Dh21 billion this month. The Executive Vice President, Corporate Communications, Marketing & Brand at Emirates Group, knows how bold a move launching the airline was but sees it reaping the rewards as a global industry leader. Hired in 1991, six years after Emirates was born — and a decision he now says is the best he made in his life — the airline had just seven aircraft and 11 destinations. 'Nobody took us seriously,' he smiles, speaking to Khaleej Times as a keynote speaker at the TRIBE marketing summit earlier this month. But while the world was laughing, mocking the project as an oil-backed fantasy, the Emirates leadership took the airline to the world stage and in turn, helped bring the world to Dubai. 'We're different, that's why we are successful,' he says. 'I remember in 1992, we were the first airline in the world to introduce in-flight entertainment with a screen in every seat, including economy. People across the industry laughed at us, at everything we did, all the way.' 'They assumed, 'Oh, [they don't know what they're doing] — they just have money; it's an oil company.' And I've spent the last 35 years correcting that: Dubai doesn't have oil, so let's stop calling it oil money,' he adds, reflecting on the scepticism that once surrounded the rise of an airline from a small Gulf state. He first came to Dubai in 1989 to attend the inaugural air show as a journalist. 'What I saw then and the people I met, I could see this place was only going to go from good to better,' he recalls. 'I was fortunate enough to have the courage to move from the UK, where I used to be a journalist, and to join Emirates. I always say it, I believed a lot in Dubai, its vision and the Emirates project.' Joining Emirates, he could not have known that the department he would later lead, would become a key pillar for the company, which would take the airline from aviation into the likes of sports sponsorship, bringing global stars from Jennifer Aniston to Cristiano Ronaldo to be the face of viral campaigns seen by millions across the globe. 'In 1985, the brief from His Highness Sheikh Mohammed, was, be good, look good and make money. And when he handed the first and last check of $10 million, he told them, this is your money, but don't come back for more,' he smiles. It was a challenge the team took with both hands and now Emirates is the most profitable airline in the world. According to the latest figures, the company reported record profits before tax of Dh21.2 billion (US$ 5.8 billion), up 20 per cent from last year, record revenues of Dh127.9 billion (US$ 34.9 billion), an increase of 6 per cent over last year, and the highest-ever level of cash assets at Dh49.7 billion (US$ 13.5 billion), 16 per cent higher compared to March 31, 2024. This is all in spite of the setbacks of a pandemic which closed the skies in the worst crisis to ever hit global aviation. Sheikh Mohammed publicly congratulated the team after the results, which seemed like a mere dream when the company was first taking flight. 'We congratulate the 121,000 members of the Emirates Group team, led by Sheikh Ahmed bin Saeed and Sir Tim Clark … Emirates is not just a transport company; it is a tool for economic transformation for the UAE, a strategic bridge connecting the world's continents, and a developmental carrier flying us through the skies, towards the future.' Indeed, more than simply taking passengers from A to B, the airline has made its DNA all about offering a service, from outstanding call centre staff and cabin crew training to free in-flight entertainment in economy class before any other airline. First, starting with sponsorship of Chelsea Football Club in London, the brand has become so famous globally that just 3 per cent of its spend goes on marketing, versus averages of 3-7 per cent across the market. The Emirates name appears on the shirts of the world's top athletes and on stadiums across the globe. From rugby and cricket to the NBA, horse racing, tennis, and football — these sports are now closely linked with the Emirates brand, which allocates 50 per cent of its marketing budget to sports sponsorship. 'We strongly believe that sponsorship is one of the mediums, which can stand the test of time and give you exclusivity. What stays and what stands is sponsorship, so for us, it was a no-brainer to go and own every single popular sport,' he said at the event attended by the region's CMOs and top marketing professionals. In addition to athletes, global stars such as Penelope Cruz and Chris Hemsworth have also been key players in the brand going global. Onboarding Friends star Aniston however, was not such an easy project. While she is a sitcom icon, who has gone on to star in numerous hit movies, the Emirates ad agency was not convinced she was a global enough name, claiming the likes of the Indian market would not know her. But trusting the concept, Boutros and his team forged boldly forward, investing $150m in the campaign, which has been seen by millions around the world. 'When you want to put $150 million behind a global campaign, you need to have the courage to go and say, 'Yes, go ahead and do it'. I'm fortunate enough I work in a company where we are trusted to do our job,' he said. Production alone cost $10 million, so Boutros knew the campaign 'had to succeed'. But looking back, he says, it's not the most successful campaign to date. 'I think the most effective campaign was the lady on the top of Burj Khalifa,' he said, referring to the daring ad for Expo 2020 Dubai, which saw a female cabin crew member at the top of the world's tallest tower to welcome people for 'the world's greatest show'. Originally created for social media with a modest budget of just Dh60,000, the campaign was later recreated as a full-scale ad, featuring a specially branded aircraft making 11 flybys — a spectacle that has since amassed nearly 300 million views. 'This is something which was beyond anybody's expectation,' he adds. And it is not only other airlines that the brand is competing with, in today's crowded digital space, there are all sorts of brands vying for air time across a wealth of social platforms. 'You probably have a billion brands competing for this small space of digital on Facebook, on Instagram, on YouTube, and this space is available for anybody. So, you have to be much better than them to take this space,' he says. Emirates now flies to over 150 destinations, but it is no secret that the company's success has also helped thrust Dubai onto the global stage, now ranking among the world's most visited cities. Dubai was the third most visited city in the world in 2023 with 17 million international visitors according to Euromonitor International and in the same year Dubai was crowned the top global destination in the Tripadvisor Travelers' Choice Awards, for a second successive year. 'You have to be global to become global,' he says. 'We need to continue to be creative and progressive and, most importantly, stay curious.'
Mid East Info
13-05-2025
- Business
- Mid East Info
Top Marketing Visionaries to Convene at TRIBE – The CMO Connect 2025 in Dubai - Middle East Business News and Information
TRIBE – The CMO Connect 2025 is set to host the Middle East's most forward-thinking marketers at the Address Sky View Hotel in Dubai on 14 May 2025. Organised by KT Events, this eagerly anticipated summit has established itself as a vital annual gathering for CMOs, brand leaders, marketing strategists, and digital innovators across the region. Attendees can expect an immersive experience and a comprehensive marketing playbook designed for today's omnichannel landscape. The event will spotlight prominent figures in the marketing world, including Boutros Boutros from Emirates, Olfa Messaoudi from L'Oréal Middle East, and Jon Barber from TECOM Group Dubai. In addition, representatives from DAMAC Properties, Schneider Eletric, Spotify, Sony Music, Anghami/OSN+, Binance, Al Masaood Group, and numerous other influential companies will be present to share insights and discuss emerging trends. Key highlights of TRIBE 2025 include the exclusive announcement of the GCC's Most Influential Marketing Leaders, recognising excellence, innovation, and leadership in the field. The summit will also feature a networking lunch, providing opportunities for attendees to foster strategic partnerships and engage with top marketing visionaries. An exciting session awaits participants as Boutros Boutros, Executive Vice President of Marketing & Corporate Communications at Emirates, engages in a fireside chat with Michal Divon, Chief Client Officer at Khaleej Times. This session will delve into how Emirates has become a global icon through cutting-edge marketing, storytelling, and customer engagement.
Filipino Times
02-04-2025
- Entertainment
- Filipino Times
Philippine Pavilion to make historic debut at World Art Dubai 2025
The Philippines will make history as it unveils its first-ever national pavilion at World Art Dubai 2025, set to take place from April 17 to 20, 2025, at the Dubai World Trade Centre. This momentous event will bring together Filipino galleries and artists from across the globe, showcasing the country's rich and diverse artistic talent on an international stage. The Philippine Pavilion will feature 11 Filipino-owned galleries and companies, representing over 45 Filipino artists from the Philippines, UAE, Italy, Switzerland, Canada, and the United States. The curated collection will highlight contemporary Filipino art, celebrating both local and diaspora creativity. Carlo Garrido, a Filipino artist and gallerist, is leading the initiative alongside TRIBE, a collective of Filipino creatives and communicators based in the UAE. TRIBE is a subcommittee of the Philippine Business Council Dubai and Northern Emirates (PBC DNE), aiming to provide a platform for Filipino artistry to shine globally. Carlo Garrido, a Filipino artist and gallerist Carlo Garrido, a Filipino artist and gallerist 'Having our own pavilion at World Art Dubai—one of the region's biggest art platforms—is a milestone for the Philippines,' said Garrido. 'It's not just about showcasing talent; it's about making space for Filipino creativity in the global art scene.' The World Art Dubai event is renowned for uniting creatives, galleries, and collectors from around the world. With the Philippine Pavilion's debut, Filipino art will gain greater visibility and recognition, solidifying its place on the international art scene. 'It's time we give Filipino artistry the stage it deserves,' Garrido said. 'This may be our first national art pavilion abroad—but it certainly won't be the last,' he added. The exhibition is a significant cultural moment for Filipinos worldwide, marking not only a celebration of art but a powerful statement of Filipino pride and presence in the global cultural community.
Yahoo
11-02-2025
- Entertainment
- Yahoo
A stylish hotel with jaw-dropping views and buzzing nightlife in Canary Wharf
This hotel in Canary Wharf boasts jaw-dropping views, excellent transport links, and is surrounded by a lively and unique area packed with fantastic things to do. TRIBE at 15 Water Street has got that business-meets-casual-chic vibe that suits Canary Wharf perfectly—sleek and modern, but with enough relaxed touches to make it feel welcoming rather than corporate. The foyer and restaurant area are stunning, with unique lighting, sculptural seating, and a trendy-yet-cosy atmosphere. It's classy without being stuffy. TRIBE at 15 Water Street has got that business-meets-casual-chic vibe that suits Canary Wharf perfectly (Image: Amy Clarke) Let's talk about the real star of the show: the view from the room. Our room had floor-to-ceiling windows overlooking Canary Wharf's skyline, and it was absolutely mesmerising. At night, the high-rise buildings twinkle like stars, and the trees below are lit up with little fairy lights, giving the whole scene a cinematic, almost magical feel. The room itself is perfect for a short stay and is comfortable without too much unnecessary fuss. You get a super comfy bed, great mood lighting, and a huge TV with loads of entertainment options. The coffee machine was a nice touch, though if you like your drinks milky, you might find yourself rationing the tiny milk portions. There's an open wardrobe setup (so don't expect loads of storage), plenty of mirrors, and a modern bathroom with a top-tier shower. It's not really designed for long stays, but for a weekend or a few nights, it's lovely. TRIBE's in-house restaurant, Feels Like June, brings Californian sunshine vibes to Canary Wharf, and I'm here for it. The menu has a fresh, West Coast feel, with loads of vibrant flavours and a laid-back atmosphere that makes it perfect for everything from brunch to cocktails. Feels Like June at TRIBE (Image: Amy Clarke) The halloumi with tomato chutney was probably one of the best halloumi dishes I've ever had. Seriously, I'd eat it every day if I could. We also shared some surprisingly light crispy wings and some burrata which was presented beautifully. For my main, I had the pulled brisket beef bowl with sticky rice which was lovely. For dessert, I went for cinnamon churros which had an indulgent chocolate dip. I'd say overall, the starters/small plates were the highlight for me. My favourite cocktail was 1967, which was a mix of East London vodka, rhubarb liqueur, lemon, cranberry, and rhubarb. It had that perfect sweet-but-tart balance, and if you like fruity but not too sweet, you can always add a little of the decorative candy floss on the side to sweeten it up. Service-wise, the staff were super friendly, though on a busy Saturday night, they did seem a little rushed off their feet and service was a tad slower than expected. In the morning, breakfast was solid, with a good mix of options—everything from a full English to continental choices like cereals, fresh fruit, pastries and even sweet treats. Cocktails and breakfast at TRIBE (Image: Amy Clarke) Before this trip, I thought Canary Wharf on a weekend would be dead—just a bunch of empty office buildings and quiet streets. Wow, was I wrong. It was buzzing. This was partly because of the Winter Lights Festival, which had stunning light installations all over the area, making for some seriously Instagrammable moments. Even beyond the festival, though, the nightlife in Canary Wharf is actually amazing, and what made it even better was that everything was no more than a ten-minute walk away. We checked out Clay's, a bar with virtual clay pigeon shooting, and it was way more fun than expected. It's easy to pick up, super interactive, and a great way to add a competitive edge to your drinks. Then there's Fairgame, which is basically a giant adult playground full of fairground-style games and drinks. We couldn't get in because we left it too late to book, but even just grabbing a drink there, the energy was great. Beyond that, Canary Wharf just feels surprisingly safe, well-kept, and full of hidden gems. There are tonnes of coffee shops, bars, restaurants, and unique entertainment spots that make it so much more than just a financial district. Canary Wharf at nighttime (Image: Amy Clarke) One of the biggest perks of staying in Canary Wharf? It's ridiculously well-connected. The Elizabeth Line gets you into central London in minutes, and the Jubilee Line takes you straight to London Bridge, Westminster, and Bond Street—super handy for a weekend stay when you want to explore more of London. If you fancy something a bit more scenic, the Thames Clippers (Uber Boats) offer a beautiful ride along the river to places like Greenwich, Tower Bridge, and Westminster. There are also plenty of buses and DLR (Docklands Light Railway) options, making it easy to get anywhere, even to London City Airport if you're flying out. You get all the benefits of being near central London without actually being in the thick of it. Whether you're looking for a weekend escape, a date-night retreat, or just want a stunning hotel view for the Instagram, TRIBE ticks all the right boxes.
