Emirates Marketing Chief Highlights Brand Values at Arab Media Summit
UrduPoint / Pakistan Point News / WAM – 15th Sep, 2026
DUBAI: The opening day of the Arab Media Summit 2026 featured an engaging discussion with Boutros Boutros, Chief Marketing Officer, Emirates Group, who reflected on the brand’s remarkable journey to global prominence over several decades and the factors behind its widespread popularity.
The Session: ‘Emirates Airlines: The Making of a Global Brand’
Moderated by Micheline Jawiche, a media presenter at Sky News Arabia, Boutros shared insights into Emirates’ development, stating:
"Emirates took flight from the visionary leadership of Dubai and has grown exponentially. It serves as a testament to the city’s enterprising spirit."
He emphasized the consistent brand identity maintained while adapting to evolving traveler expectations. Campaigns like ‘Fly Better’, he noted, reflect this evolution, influenced by Dubai’s ambitions.
Regarding technology and influencer trends, Boutros stated:
"The key is expertise, not technology. We need creative minds to connect with people in unique ways."
He discussed the airline’s advertising and media campaigns, emphasizing customer service as the core brand identity. Despite disruptions, such as strikes, geopolitical issues, technical issues, and adverse weather, Emirates prioritizes effective response, minimizing passenger impact, and maintaining customer trust.
Boutros concluded by highlighting Emirates’ commitment to excellence, competitiveness, and sustainability, driven by Dubai’s distinctive thinking and vision.
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