Project Overview
High Tea. Espresso martinis. Deluxe spa experiences in the clouds.
When flying at the pointy end of the plane, Emirates is five-star all the way.
For Emirates, it’s all about being a “globalista” – a person defined by the places they have visited and the experiences they have shared.
Emirates believe it’s better to travel well than to “just arrive”; that every travel experience should be exclusive and well executed; and that travel has the power to build a brighter future for ourselves and our world.
GPJ’s job was to convey all of these core brand messages through the 2012 Melbourne Cup Emirates Birdcage Marquee.
Project Commissioner
Project Creator
Team
Commissioner: Emirates
Producer: Nigel Ruffell, GPJ
Designer: Bradley Boyce, GPJ
Project Brief
When the greatest race day on earth meets the world’s greatest airline, coming second is not an option.
Our aim for the 2012 Birdcage – one that we achieved with Emirates PR – was to generate brand awareness and more than $43m* in free television coverage for the airline.
Emirates asked us to highlight Dublin as the year’s hero destination and to reinforce that no matter where you come from or where you are going - there would always be someone to hold your hand, speak your language and who understands your needs.
We needed to create a first-class marquee that would set the Birdcage a-flutter, invoking the awe of big business, the media and celebrities alike, as well as 700m people watching the race around the world.
*Emirates KPIs showed the Birdcage generated $43m in editorial coverage, 1865 press pieces and had a circulation reach of 8.8m
Project Need
We would design an authentic Dublin-themed marquee that would serve as an “experiential” brand beacon for Emirates, and take guests on a spellbinding journey capturing all the charm, music and laughter of Ireland.
The marquee would also serve as a media broadcast centre, and a celebrity hotspot (in 2012 it was jumping with the mega-wattage of international celebrities like Mischa Barton, Jennifer Hawkins, Ronan Keating, Pete and Manu and many more).
Above all, the marquee needed to be THE Melbourne Cup VIP experience, capturing everything the Emirates brand is - exclusive, exciting and cosmopolitan.
Design Challenge
With Emirates’ based in Dubai – the “city of height and light” – we first needed to lengthen the marquee legs to create the kind of towering structure that was the hallmark of the Emirates brand.
Light box window views of the Irish countryside would transport guests right to the Emerald Isle; while an impressive library, cobbled streets and a candy buffet all amped up the visual drama.
The fash pack would delight in the shop front work of Philip Treacy, who designs hats for The Duchess of York; whilst a team of hairdressers, make-up artists and Emirates cabin crew, would anticipate guests every need.
With an endless flow of Guinness and champagne – this design feast would ensure it wasn’t just Irish eyes that were smiling.
Sustainability
Reusable Aluco bond molding reduced the use of MDF and other non recyclable materials.
We used the same ceiling liner from last year (for the St Petersburg Emirates marquee); whilst the bar was made from thousands of old books hired from a film prop company for reuse.
All of the custom-built furniture made for the event was sent to rehire and sold afterwards, further increasing the life cycle of the furniture. All in line with GPJ’s sustainable technology motto that sending (to someone else!) is better than ending.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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