MELBOURNE
MELBOURNE CUP CARNIVAL
BRIEF
Create a cutting-edge, luxurious experience for Emirates VIP guests which would support Emirates positioning as a life-style brand, showcase their unique A380 on-board products and transport guests from the tournament into the ‘World of Emirates’.
CHALLENGE
To create an experience that was unique for every traveller, showcasing qualities which have become synonymous with the Emirates brand; luxury and first-class service.
RESPONSE
The concept ‘Over the Clouds’ focused on the relaxed environment, award-winning hospitality and comfort for which the airline is renowned. Guests were treated to live themed performances inspired by inflight films, with pampering and exotic food and drink experiences from around the world.
