Airline carrier Emirates offers a special ‘flying’ experience to Londoners and visitors of the British capital as the company has teamed up with Transport for London (TfL) to build and operate a cable car service close to the city’s O2 Arena.
The so-called Emirates Air Line offers a remarkable sightseeing tour over the Thames with 360-degree views at a height of 90 meters. Although the cable cars are predominantly made for experience trips and fun reasons, the city-brand partnership means a massive quality investment in the City of London.
Although the Air Line has been open for more than a year now, we couldn’t resist featuring it here on the blog. This sponsored infrastructure project is a characteristic example of Marketing is Urbanism, a trend we’ve been discussing for quite some years. Increasing numbers of big brands take a role as city-makers, combining advertising efforts with substantial investments in the urban environment. This leads to interesting win-win projects that benefit both the brand and the city. This project is a good example. Emirates invests millions of pounds in the project. In exchange for this contribution the projects carries the airline’s name and literally promotes ‘flying’ with Emirates.
On 2 June, Amsterdam’s Pakhuis de Zwijger sets the stage for BrandFundCity, a (free) event featuring inspiring international experts, interviews, and insights from a two-year research on brand urbanism.